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Defining "Noncommercial" - A study of how the online population understands "noncommercial use"

Authors Netpop Research LLC

License CC-BY-3.0

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Defining “Noncommercial”
A Study of How the Online Population
Understands “Noncommercial Use”
September 2009
Defining Noncommercial                                                                                         2




                                           Report published by:
                                      Creative Commons Corporation
                                       171 Second Street, Suite 300
                                    San Francisco, CA 94105-3811, USA
                                             +1 415 369 8480
                                        www.creativecommons.org


                                         Research conducted by:
                                           Netpop Research, LLC
                                            322 Cortland Avenue
                                       San Francisco, CA 94110, USA
                                         www.netpopresearch.com



                      This Report, inclusive of the Appendices, is published under the Creative
                      Commons Attribution 3.0 Unported license
                      http://creativecommons.org/licenses/by/3.0/.


                      The research data collected for this Report are published under CC0
                      http://creativecommons.org/publicdomain/zero/1.0/, which means Creative
                      Commons has waived all copyright and related rights to the research data
                      worldwide.


Copies of the Report, Appendices and research data are available at
http://wiki.creativecommons.org/Defining_Noncommercial, which is also the link to provide for purposes of
attribution. See Appendix 5.1 and Appendix 5.2 for suggested citation information.


Questions or Comments?
If you have a question or comment about this Report, contact Creative Commons at
info@creativecommons.org.



About Creative Commons
Creative Commons Corporation is a San Francisco-based not-for-profit organization, founded in 2001,
that promotes the creative re-use of intellectual and artistic works, whether owned or in the public domain.
Through its free copyright licenses, Creative Commons offers authors, artists, scientists and educators
the choice of a flexible range of protections and freedoms that build upon the “all rights reserved” concept
of traditional copyright to enable a voluntary “some rights reserved” approach. Creative Commons was
built with and is sustained by the generous support of organizations including the Center for the Public
Domain, Google, the John D. and Catherine T. MacArthur Foundation, the Mozilla Foundation, Omidyar
Network, Red Hat, and the William and Flora Hewlett Foundation, as well as members of the public.

About Netpop Research, LLC
Netpop Research, LLC is a San Francisco-based strategic market research firm that specializes in online
media, digital entertainment and user-generated content trends. Netpop Research has fielded numerous
studies for major profit and not-for-profit entities, and is the creator of the Netpop tracking study of Internet
usage among broadband consumers in the United States and China.
Defining Noncommercial                                                                                                              3




Contents
About this Report...............................................................................................................6
Executive Summary and Report Presentation.................................................................10
   Empirical Findings: U.S. Online Population.................................................................11
   Informal Findings: CCFF..............................................................................................12
   Study Impact and Next Steps.......................................................................................13
   Report Presentation......................................................................................................13
1 Background...................................................................................................................14
   1.1 Creative Commons and the CC Licenses..............................................................14
   1.2 The CC Noncommercial License Term..................................................................16
2 Study.............................................................................................................................19
   2.1 Scope of Research.................................................................................................19
   2.2 Description and Methodology.................................................................................20
      Research Objectives.................................................................................................21
      Qualitative Research.................................................................................................22
      Quantitative Research...............................................................................................24
3 Findings........................................................................................................................29
   3.1 Qualitative Research..............................................................................................29
      Phase 2: Creators.....................................................................................................29
      Phase 3: Users..........................................................................................................36
   3.2 Quantitative Research: U.S. Online Population.....................................................41
      Creators and Users: Profiles.....................................................................................41
      What Is Noncommercial Use? Unaided Understandings and Beliefs......................48
      Gatekeeping Factors.................................................................................................51
      Anchor Point Exercise and Reactions to Specific Use Scenarios............................54
      Summary of Anchor Point Exercise..........................................................................65
      Changes to Unaided Understandings.......................................................................66
   3.3 Quantitative Research: Creative Commons Friends and Family...........................68
      Comparison to U.S. Online Population.....................................................................69
      Perception of Creative Commons and Reaction to the NC Term.............................71
   3.4 Summary of Principal Findings...............................................................................72
      Empirical Study.........................................................................................................72
Defining Noncommercial                                                                                                                   4



      CCFF Survey.............................................................................................................75
4 Next...............................................................................................................................77
   4.1 Import for Creative Commons Noncommercial Licenses.......................................77
   4.2 Recommendations on Using CC Noncommercial Licenses..................................78
   4.3 Further Research....................................................................................................80
   4.4 How to Participate in the Discussion......................................................................82
5 Appendix.......................................................................................................................83
   5.1 Using and Citing the Report and Appendix............................................................83
   5.2 Using and Citing the Data......................................................................................83
   5.3 Creative Commons BY-NC License and Commons Deed.....................................84
      Creative Commons Attribution-Noncommercial 3.0 Unported Commons Deed......90
   5.4 Defining “Noncommercial” Study Questionnaire for Creators................................91
   5.5 Defining “Noncommercial” Study Questionnaire for Users..................................112
   5.6 Defining “Noncommercial” Study Data Graphs ...................................................136




Figures
Figure 1: Phase 2 – Content Creators [Appendix 5.6, Slide 2].......................................26
Figure 2: Phase 3 – Content Users [Appendix 5.6, Slide 3]............................................26
Figure 3: Photos are the most common type of online content created, accessed,
shared or used [Appendix 5.6, Slide 4]............................................................................43
Figure 4: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 6]................43
Figure 5: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 17]..............45
Figure 6: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 29]..............47
Figure 7: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide
36]....................................................................................................................................49
Figure 8: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide
39]....................................................................................................................................50
Figure 9: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide
43]....................................................................................................................................51
Figure 10: Ratings of Commercial Use by Creators and Users (Gatekeeping Exercise)
[Appendix 5.6, Slide 44]...................................................................................................53
Figure 11: Initial Anchor Point Ratings by Creators and Users [Appendix 5.6, Slide 45]
.........................................................................................................................................55
Figure 12: Ratings of Commercial Use by Creators and Users: Scenarios Related to
Uses by Individual [Appendix 5.6, Slide 46]....................................................................57
Defining Noncommercial                                                                                                                 5



Figure 13: Ratings of Commercial Use by Creators and Users: Scenarios Related to
Uses Involving Money [Appendix 5.6, Slide 51]..............................................................59
Figure 14: Ratings of Commercial Use by Creators and Users: Scenarios Related to
Uses Involving Advertisements [Appendix 5.6, Slide 54]................................................60
Figure 15: Ratings of Commercial Use by Creators and Users: Scenarios Related to
Uses by Organization [Appendix 5.6, Slide 59]...............................................................62
Figure 16: Ratings of Commercial Use by Creators and Users: Scenarios Related to
Uses with Charitable Purposes [Appendix 5.6, Slide 61]................................................64
Figure 17: Ratings of Commercial Use by Creators and Users (Anchor Point Exercise)
[Appendix 5.6, Slide 62]...................................................................................................65
Figure 18: Changes in Definitions and Reactions to CC NC Term [Appendix 5.6, Slide
71]....................................................................................................................................68




Tables
Table 1: Creative Commons License Elements..............................................................15
Table 2: Content Creators and Content Users Dataset...................................................27
Table 3: Qualitative Research Consideration Factors.....................................................31
Table 4: Gatekeeping Factors.........................................................................................52
Defining Noncommercial                                                                        6




About this Report


Confidentiality

       The identities of interviewees and focus group participants are confidential. All
       findings are reported either anonymously or in aggregated fashion. Quotation
       marks used in connection with the reporting of research findings indicate
       verbatim quotes, unless it is clear from the context that the quotation marks are
       used to set off a word or phrase.


Data and Word Usage Conventions

       For ease of reading, this Report and the data graphs reproduced here and in the
       Appendix sometimes shorten the questions asked of survey respondents. Very
       similar questions from different phases of research are also sometimes combined
       and condensed when data from those phases are reported together. The study
       questionnaires are available at the end of this Report.

       Below are some terms frequently used in connection with representation of the
       data, and explanations of what those terms are intended to convey:

       “definitely” when used in connection with the gatekeeping factor exercise, refers
       to a specific answer choice in the questionnaires; when used in connection with
       the anchor point exercise, refers to a score of 1 or 100 on a 100 point scale;

       “generally” denotes a common pattern seen in data across multiple variables;

       “significant” refers to statistical significance testing (differences are noted at a
       95% confidence level unless otherwise indicated);

       “majority” means over 50%, while “vast majority” means over 70%;

       “most” used in connection with qualitative findings indicates when an opinion is
       shared by substantially more than half of respondents;

       “many” used in connection with qualitative findings indicates when an opinion is
       shared by approximately half or more respondents; and
Defining Noncommercial                                                                    7



       “some” used in connection with qualitative findings indicates when an opinion is
       shared by less than half, but more than a few respondents.

       With regard to representation of numbers, specifically, percentages are rounded
       to the nearest whole number, while means are reported with a single decimal
       place. When indications such as “1 in 10” are provided, they are based on actual
       percentages, and rounded to the nearest integer under 10.
Defining Noncommercial                                                                     8




Acknowledgements
       This study was made possible by the generous support of the Andrew W. Mellon
       Foundation. At the Mellon Foundation, Creative Commons owes particular
       thanks to Donald J. Waters, Program Officer for Scholarly Communications.
       Thanks as well to Helen Cullyer, Associate Program Officer, and Paula Muir,
       Program Associate.

       Creative Commons is honored to have been able to work with a stellar group of
       legal, public policy, and information technology experts, who advised on research
       methodology and data analysis. For their generosity and invaluable guidance,
       CC is grateful to these distinguished academicians:

       Christine L. Borgman, Ph.D., Professor and Presidential Chair in Information
       Studies, Graduate School of Education and Information Studies, University of
       California, Los Angeles;

       William H. Dutton, Ph.D., Director of the Oxford Internet Institute, Professor of
       Internet Studies, University of Oxford, Fellow of Balliol College;

       Deborah R. Hensler, Ph.D., Judge John W. Ford Professor of Dispute Resolution
       and Associate Dean, Graduate Studies, Stanford Law School; and

       Daniel E. Ho, Ph.D., Assistant Professor of Law and Robert E. Paradise Faculty
       Fellow for Excellence in Teaching and Research, Stanford Law School.

       Other experts helped by reviewing drafts of this Report. For their thoughtful
       comments, Creative Commons is grateful to Mia Garlick, its former General
       Counsel who was a leader within CC for many years on defining
       “noncommercial,” as well as Molly Kleinman, Special Assistant to the Dean of
       Libraries at the University of Michigan Library. CC is indebted also to Wilson
       Sonsini Goodrich & Rosati for their valuable research assistance, and
       appreciative of the help given by the many people who engaged in discussion,
       introduced useful contacts, or answered a survey.

       Creative Commons owes a particular debt of gratitude to Netpop Research, LLC.
       Josh Crandall, President and Co-founder, and Cate Riegner, Vice President,
       Research Director and Co-founder, were instrumental in shaping this project and
       seeing the research through its iterations to completion. They were aided by
       Jean Durall, Ph.D., Director, Research Services, and Netpop staff members
       Rudy Hernandez, Grace Han Yao and Ev Penev. Netpop extends thanks as well
       to Greenfield Online, Inc. and Decipher, Inc.
Defining Noncommercial                                                                 9



       Creative Commons is fortunate to have a dedicated board and staff, as well as a
       remarkable and extensive network of international affiliates and volunteers, many
       of whom participated as members of the NC Study Working Group and helped
       steer this project: Hal Abelson, Renata Avila, Ahrash Bissell, Carolina Botero,
       Mike Carroll, Andrés Felipe Umaña Chaux, Giorgos Cheliotis, Jessica Coates,
       Wen-Yin Chou, Tyng-Ruey Chuang, Melanie Dulong de Rosnay, Brian
       Fitzgerald, Syb Groeneveld, Gisle Hannemyr, Chi-Chang Huang, Joichi Ito, Paul
       Keller, Ronaldo Lemos, Lawrence Lessig, Catharina Maracke, Yuko Noguchi,
       Eric Steuer, Alek Tarkowski, Prodromos Tsiavios, Chunyan Wang, John
       Wilbanks, Jongsoo Yoon, and Zafka Zhang.

       Finally, CC thanks for their contributions Virginia Rutledge, Creative Commons
       Special Counsel, who served as project director; Mike Linksvayer, Creative
       Commons Vice President, who served as Principal Investigator; and Diane
       Peters, Creative Commons General Counsel. Thanks also to Creative Commons
       staff members Lila Bailey, Fred Benenson, Kevin Birtchnell, Diane Cabell,
       Nathan Kinkade, Thinh Nguyen, Jane Park, Cameron Parkins, Melissa Reeder,
       Alex Roberts, Ani Sittig, Michelle Thorne and Jennifer Yip for their assistance.
Defining Noncommercial                                                                             10




Executive Summary and Report Presentation

        In 2008-09, Creative Commons commissioned a study from a professional
        market research firm to explore understandings of the terms “commercial use”
        and “noncommercial use” among Internet users when used in the context of
        content found online. The study was comprised of two components – an
        empirical study of understandings of Internet users in the United States, and an
        informal study for comparison purposes of a broader, worldwide group of Internet
        users consisting of those generally more familiar with CC but not taking part in
        the empirical survey (dubbed “Creative Commons Friends and Family” or
        “CCFF”).1 The primary objectives of the study were two-fold:

                1)    to survey variations in the general online population’s
                understanding of the terms “commercial use” and “noncommercial use,”
                when used in the context of the wide variety of copyrighted works and
                content made available on the Internet; and

                2)     to provide information and analysis that would be useful to Creative
                Commons and to others in understanding the points of connection and
                potential disconnection between creators and users of works licensed
                under Creative Commons noncommercial, or “NC,” licenses or other
                public copyright licenses prohibiting commercial use.

        The study involved three phases:

                Phase 1 comprised background research, identifying research objectives,
                and preparation for the subsequent phases;

                Phase 2 consisted of qualitative and quantitative research to understand
                meanings given those terms by creators of copyrighted materials found on
                the Internet; and

                Phase 3 involved qualitative and quantitative research designed primarily
                to understand meanings given those same terms by users of copyrighted
                content found on the Internet.




1
 Due to resource constraints, the scope of the empirical research was limited to the U.S. online
population, as discussed in more detail in Section 2.1, below.
Defining Noncommercial                                                                    11



Empirical Findings: U.S. Online Population
       The empirical findings suggest that creators and users approach the question of
       noncommercial use similarly and that overall, online U.S. creators and users are
       more alike than different in their understanding of noncommercial use. Both
       creators and users generally consider uses that earn users money or involve
       online advertising to be commercial, while uses by organizations, by individuals,
       or for charitable purposes are less commercial but not decidedly noncommercial.
       Similarly, uses by for-profit companies are typically considered more commercial.
       Perceptions of the many use cases studied suggest that with the exception of
       uses that earn users money or involve advertising – at least until specific case
       scenarios are presented that disrupt those generalized views of commerciality –
       there is more uncertainty than clarity around whether specific uses of online
       content are commercial or noncommercial.

       Uses that are more difficult to classify as either commercial or noncommercial
       also show greater (and often statistically significant) differences between creators
       and users. As a general rule, creators consider the uses studied to be more
       noncommercial (less commercial) than users. For example, uses by a not-for-
       profit organization are generally thought less commercial than uses by a for-profit
       organization, and even less so by creators than users. The one exception to this
       pattern is in relation to uses by individuals that are personal or private in nature.
       Here, it is users (not creators) who believe such uses are less commercial.

       The most notable differences among subgroups within each sample of creators
       and users are between creators who make money from their works, and those
       who do not, and between users who make money from their uses of others’
       works, and those who do not. In both cases, those who make money generally
       rate the uses studied less commercial than those who do not make money. The
       one exception is, again, with respect to personal or private uses by individuals:
       users who make money consider these uses more commercial than those who
       do not make money.

       When presented with the language of the Creative Commons noncommercial
       license term (abbreviated at times in this Report as the “NC term”), the vast
       majority believe it is “essentially the same as” or “compatible with” their definition
       of noncommercial use. The Creative Commons NC prohibition on use of a work
       “in any manner that is primarily intended for or directed toward commercial
       advantage or private monetary compensation” presumably resonates with a large
       majority of creators and users because most believe that no money can be made
       if a use is to be considered noncommercial. Given that the NC term does not
       refer to any particular uses, such as use in connection with online advertising that
       a large majority of respondents considers commercial in several instances before
       more specific use cases are presented, creators and users appear to have read
Defining Noncommercial                                                                               12



        this meaning into the NC term. Furthermore, the appeal of the NC term may
        reflect a desire among creators and users to simplify (possibly over-simplify) a
        complex issue, anchoring the definition around a restriction that is most “easy to
        think,” that is, one in which “no money is made.”

        Finally, the empirical findings suggest that the vast majority of both U.S. creators
        and users do not know the basics of copyright law, adding to other studies that
        show public interest in and need for more copyright law and, specifically, fair use
        education.2


Informal Findings: CCFF
        Although not empirical due to the open access nature of the polls, the CCFF
        survey results provide valuable information about CCFF’s familiarity with
        copyright licensing and use of public copyright licenses. The survey reveals that
        both the U.S. online population and CCFF define “commercial use” primarily as a
        use that makes money. However, CCFF identify some use scenarios where at
        least some money may be made without those uses being decidedly
        “commercial.”

        In particular, CCFF consider uses in connection with online advertising and uses
        involving cost recovery less commercial than the U.S. online population, and are
        much less likely to think that use in connection with online advertising from which
        the user makes money is “definitely” commercial. Fewer CCFF think it is
        “definitely” commercial if a work is used on a website that is supported by
        advertising than the U.S online population. Yet CCFF are much more likely to
        consider use in connection with splog advertising “definitely” commercial. As well,
        a lower percentage of CCFF creators and users say that making money by
        unspecified means from use of a work to cover cost distribution is “definitely”
        commercial.

        Other interesting differences exist between CCFF and the U.S. online population.
        Like the U.S. online population, CCFF rate personal and private use the least
        commercial of all scenarios studied, and CCFF ratings are even lower than U.S.
        ratings for both creators and users. Further, unlike the U.S. online population,
        CCFF creators and users are equally certain that personal or private use is
        “definitely” noncommercial.

        Additional data sought from CCFF specific to Creative Commons and its NC
        licenses show that the Creative Commons BY-NC-SA license is the most popular
        of all CC licenses among both CCFF creators and CCFF users. Survey results

2
See, e.g., R. Hobbs, P. Jaszi, and P. Aufderheide, The Cost of Copyright Confusion for Media Literacy,
September 2007, http://www.centerforsocialmedia.org/files/pdf/Final_CSM_copyright_report.pdf.
Defining Noncommercial                                                                                     13



        show that the BY-NC-SA license is chosen by CCFF creators because it allows
        them to control their right to make money and retain a commercial advantage.
        Both CCFF creators and users say they trust that Creative Commons licenses
        are legally enforceable. Finally, CCFF creators and users are divided on whether
        they would support an effort to potentially refine or redefine the Creative
        Commons NC term.


Study Impact and Next Steps
        The results of the survey provide a starting point for future research. In the
        specific context of the Creative Commons licenses, the findings suggest some
        reasons for the ongoing success of Creative Commons NC licenses, rules of
        thumb for licensors releasing works under NC licenses and licensees using
        works released under NC licenses, and serve as a reminder to would-be users of
        the NC licenses to consider carefully the potential societal costs of a decision to
        restrict commercial use. They also highlight the need for caution when
        considering whether to modify the CC NC licenses in the course of a license
        versioning process or otherwise, so that expectations of those using NC licenses
        are preserved, not broken.


Report Presentation
        In Section 1 of this Report, Creative Commons provides the background for this
        study, including an overview of Creative Commons and its licenses. Section 2
        and Section 3 contain information, data analysis and results compiled from
        Netpop Research, LLC, a professional market firm that conducted the study
        survey. Section 2 describes the study’s scope of research and methodology.
        Section 3 reports the findings of the research – the qualitative research findings3
        are reported in Section 3.1, the empirical findings for the U.S. general online
        population are reported in Section 3.2, and the informal worldwide CCFF
        findings are reported in Section 3.3. Finally, Section 4 outlines a preliminary
        analysis of what the study results mean for Creative Commons’ noncommercial
        licenses, recommendations on use of these licenses informed in part by the
        study results, and suggestions for further contributions to discussion of
        “noncommercial use” by academic researchers and community members alike.
        Section 5 is an Appendix that includes attribution and citation information for the
        Report and its various components, the creator and user study questionnaires,
        and a slide deck containing the data graphs created for this study that are
        reproduced or referenced in this Report.


3
 The qualitative research findings were not designed to be limited in scope and applicable to either the
U.S. online population of creators and users, or the broader worldwide CCFF sample, but to instead
inform the development of the questionnaires for both.
Defining Noncommercial                                                                                      14




1 Background

1.1 Creative Commons and the CC Licenses
        Creative Commons (“CC”) is a 501(c)(3) not-for-profit corporation founded in
        2001 to address both an opportunity and a challenge. Thanks to the Internet, it is
        possible to more easily, quickly and cheaply distribute content than ever before.
        Increasingly, the Internet also provides both source material and a platform for
        the creation of new works. Yet the very technology upon which the Internet is
        built presents a challenge because a copy of any content or work must be made
        in order to use it, even if “use” only means accessing the work online.

        Copyright legal systems around the world generally provide that copyright is
        acquired the moment a work is fixed in a tangible means of expression, and that
        owners are not required to place any notice claiming copyright on their works.4 In
        the absence of any other information, those who wish to use content found online
        must assume that it is “all rights reserved,” and that for any use beyond fair use
        (or other exceptions and limitations to copyright applicable outside of the United
        States) permission must be sought. The costs of obtaining – and granting –
        permissions, however, can be very high.

        Creative Commons’ core mission is to facilitate the legal use and reuse of
        content, by offering creators and other copyright holders free and easy-to-use
        legal and technical tools that help them publish and distribute their works under
        flexible copyright terms. By promoting a “some rights reserved” approach to
        copyright and reducing the transactional costs associated with sharing, CC
        provides the legal and technical infrastructure necessary to realize the full
        potential of creativity and innovation in a digital age.5

        Creative Commons provides a standardized set of copyright licenses containing
        terms and conditions that creators and other owners of copyrighted materials
        (referred to interchangeably at times in this Report as “creators” or “licensors”)
        can associate with works they want to share with the public, without requiring
        users of that content to ask them for specific permission in advance.6 As with

4
 This is the general rule for countries that are party to the Berne Convention for the Protection of Literary
and Artistic Works and have enacted national legislation implementing its provisions.
5
 A brief video explaining Creative Commons is available at http://creativecommons.org/videos/a-shared-
culture/.
6
 Creators can license only what they own or have the authority to license. All CC licenses expressly
pertain only to copyright, and do not cover other rights such as those of publicity or privacy, trademarks or
patents. Creative Commons is not a party to any of the licenses it provides. Also, the organization is not a
law firm and does not give legal advice. Users of Creative Commons licenses are encouraged to consult
Defining Noncommercial                                                                                      15



          every “public license,” the creator who chooses to release a work under a CC
          copyright license is choosing to allow any user (or licensee), without
          discrimination, to take advantage of the offer to use the work.7 The four basic CC
          license terms are described in the following table, underneath the visual icons
          that represent each term.




              BY                          SA                        NC                         ND

    You let others copy,       You allow others to        You let others copy,       You let others copy,
    distribute, display, and   distribute derivative      distribute, display, and   distribute, display, and
    perform your               works only under a         perform your work –        perform only verbatim
    copyrighted work – and     license identical to the   and derivative works       copies of your work, not
    derivative works based     license that governs       based upon it – but for    derivative works based
    upon it – but only if      your work.                 noncommercial              upon it.
    they give credit the way                              purposes only.
    you request.
Table 1: Creative Commons License Elements.



          All Creative Commons licenses include the “BY” or attribution requirement,
          ensuring that the creator of the work is credited for any use unless the creator
          indicates otherwise through notice to licensees. BY and the three other terms,
          Share Alike (“SA”), Noncommercial (“NC”) and No Derivative Works (“ND”), may
          be variously combined to compose the six different licenses that make up the
          core CC license portfolio.8 For example, a BY-NC-ND license, the CC license
          granting the fewest permissions in advance, requires attribution and prohibits
          both commercial use and the making of derivative works based on the licensed
          original.

          Since their introduction in December 2002, CC licenses have been
          enthusiastically adopted by creators and enthusiastically employed by users, not

a lawyer if they are unsure in any way about whether a CC license is appropriate for their work.
7
 The Creative Commons licensing model was inspired in large part by the work of Richard Stallman, who
is founder of the Free Software Foundation and responsible for the development of the GNU General
Public License for free software. More information on the FSF is available at http://www.fsf.org.
The validity of public licenses was recently noted by a U.S. court in Jacobsen v. Katzer, reported at 535
F.3d 1373 (Fed.Cir. (Cal.) Aug 13, 2008), on remand, Jacobsen v. Katzer, 609 F.Supp.2d 925 (N.D.Cal.
Jan 5, 2009).
8
  Information on all the Creative Commons licenses may be found at
http://creativecommons.org/about/licenses/. From its founding, the organization has been working to
provide licenses that work for as many creators and users as possible while avoiding the proliferation of
licenses that in turn could undermine standardization and interoperability.
Defining Noncommercial                                                                                      16



        only in the United States but also around the world. To date, the licenses have
        been “ported” – that is, linguistically translated and legally adapted – to 52
        international legal jurisdictions.9 Currently, CC estimates that its licenses are
        attached to over 250 million web pages and other creative works. Those works
        reflect the full spectrum of cultural production, not only in established forms such
        as literary and scientific texts, music, images, photographs, film and video, but in
        web-native media such as blogs, podcasts and wikis.10 This wealth of pre-cleared
        material is discoverable through many online content providers and services,
        including Google and Yahoo!.11


1.2 The CC Noncommercial License Term
        Copyright consists of a set of exclusive rights that enables the owner to control a
        variety of uses of her copyrighted work. Many copyright owners understand a
        core premise of copyright to be the right to exclude all commercial (but not
        necessarily noncommercial) uses of their work unless they grant a license
        permitting otherwise. This belief finds some basis in the law itself.

        In the United States, for example, the Copyright Act does not define a copyright
        owner’s rights in terms of commercial or noncommercial use. Instead, copyright
        law sometimes attaches legal significance to whether a use is “commercial” or
        “noncommercial”12 or whether a user is deemed to be a commercial or


9
  Information on Creative Commons jurisdiction project affiliates is available at
http://creativecommons.org/international/. Courts in the Netherlands and Spain have upheld the validity of
Creative Commons licenses. See Curry v. Audax Publishing B.V., Netherlands LJN: AV4204, Rechtbank
Amsterdam, 334492 / KG 06-176 SR, March 9, 2006, available at
http://zoeken.rechtspraak.nl/resultpage.aspx?snelzoeken=true&searchtype=ljn&ljn=AV4204 (Dutch only),
and Sociedad General de Autores y Editores v. Ricardo Andres Utrera Fernandez, Juzgado de Primera
Instancia Numero Seis de Badajoz, 761/2005, available at
http://www.internautas.org/archivos/sentencia_metropoli.pdf (Spanish only). No court has found a CC
license to be invalid.
10
  250 million is a conservative estimate of the number of web pages containing CC-licensed works and
other creative works licensed using CC licenses. This estimate is based on Yahoo! Site Explorer counts
of web pages linking to a CC license, and data from the photo-sharing website Flickr, which as of March
2009 alone contained 100 million CC-licensed works. See http://wiki.creativecommons.org/Metrics. This
estimate does not capture offline uses of CC licenses, nor does it measure precisely the number of
objects under CC licenses. The Case Studies project documents Creative Commons license
implementations from around the world. Learn more at http://wiki.creativecommons.org/Case_Studies.
11
 The Creative Commons website facilitates search for CC-licensed works via the “Find” link on its
homepage. From the search page, users can find content using CC-enabled search services at Google,
Yahoo!, Flickr and elsewhere. See http://search.creativecommons.org. These services and others have
also built Creative Commons licensing options into their content publishing tools. Additionally, a list of
descriptions of and links to CC-licensed audio, video, image and text content directories is available at
http://wiki.creativecommons.org/Content_Curators.
12
  Section 107 of the U.S. Copyright Act of 1976 (as amended) provides, for example, that the first factor
for courts to consider in a fair use defense is “the purpose and character of the use, including whether
such use is of a commercial nature or is for nonprofit educational purposes.” 17 U.S.C. § 107.
Defining Noncommercial                                                                                  17



        noncommercial entity,13 However, rarely are the terms defined, and the law offers
        no specific guidance on how to differentiate between commercial and
        noncommercial uses or users of copyrighted works. Even if copyright law were
        specific about the commercial/noncommercial use divide, that fact would be of
        limited significance in the Creative Commons context because there is no
        necessary connection, at least in the United States, between the definition of the
        rights given to authors by copyright law and the rights that users enjoy under a
        license given by the copyright owner.14

        The Creative Commons licenses were drafted with the understanding that one
        size does not fit all in the field of copyright and that some creators and other
        owners of copyright may want to reserve the right to control commercial uses of
        their work while broadly enabling noncommercial sharing. Currently, the
        noncommercial option only permits use of the work in any manner that is not
        “primarily intended for or directed towards commercial advantage or private
        monetary compensation.”15 Specifically excluded from the prohibition against
        noncommercial use in the NC licenses is the exchange of a CC-licensed work for
        any other copyrighted work, whether by means of peer-to-peer digital file-sharing
        or otherwise, provided no monetary compensation is involved.16

        The noncommercial option has proven popular with those who choose Creative
        Commons licenses for their works. Approximately two-thirds of all Creative
        Commons licenses associated with works available on the Internet include the
        NC term.17 This study was prompted in part by the desire to better understand
        expectations of users of Creative Commons licenses across a wide variety of
        content types, particularly given the dynamic evolution of Internet business
        models that enable or encourage free sharing of copyrighted works while also
        relying on indirect means for their financing, such as advertising.
13
  For example, Section 111 of the U.S. Copyright Act of 1976 (as amended) exempts secondary
transmissions by a “nonprofit organization, without any purpose of direct or indirect commercial
advantage,” and Section 114 provides a scheme for licensing “noncommercial webcasters,” which are
defined as those that are, or have in good faith applied to be tax-exempt under Internal Revenue Code
Section 501. See 17 U.S.C. § 111(a)(5) and 17 U.S.C. § 114(f)(5)(E), respectively.
14
 Because the study conducted focused on how the U.S. online population understands “noncommercial
use” due to resource constraints, a review of whether or how other countries’ laws may define such a use
and the relevance of any such definitions in the licensing context is beyond the scope of this Report.
15
  See paragraph 4(b) of the CC BY-NC license at Appendix 5.3. Every CC license, including those with
the NC term, also expressly provides that fair use rights are not affected. See paragraph 2 of the CC BY-
NC license at Appendix 5.3.
16
  The decision by CC to exclude this specific use case in its noncommercial licenses was driven in part by
the Napster court decision, in which the court concluded that the trading of music online was commercial
in nature even though no money exchanged hands. A&M Records, Inc. v. Napster, Inc., 239 F.3d 1004
(9th Cir. 2001).
17
  This estimate is based on Yahoo! Site Explorer counts of web pages linking to a CC noncommercial
license, as well as data from the photo-sharing website Flickr. See
http://wiki.creativecommons.org/Metrics.
Defining Noncommercial                                                                 18




       Creative Commons is committed to making its licenses as clear as possible for
       both creators and users, and to communicating about its licenses in a manner
       that is easily understandable. A sharing culture that is grounded in respect for
       copyright cannot reach its fullest potential if creators and users have different
       expectations and understandings regarding permissible uses of
       noncommercially-licensed works. For these reasons and others, Creative
       Commons seeks to better understand the points of connection and disconnection
       between creators and users with respect to noncommercial use.

       In December 2007, the Andrew W. Mellon Foundation awarded Creative
       Commons a grant to commission the study reported here. Defining
       “Noncommercial” had two main goals:

              1)     to undertake an empirical study that would survey variations in the
              online U.S. general population’s understanding of the terms “commercial
              use” and “noncommercial use,” when used in the context of the wide
              variety of copyrighted works and content made available on the Internet;
              and

              2)     to provide information and analysis that would be useful to Creative
              Commons and to others in understanding the points of connection and
              potential disconnection between creators and users of works licensed
              under Creative Commons “NC” or other public copyright licenses
              prohibiting commercial use.

       The scope of research and methodology are described below, in Section 2.
Defining Noncommercial                                                                 19




2 Study

2.1 Scope of Research
       Creative Commons licenses are available to all would-be licensors, and CC-
       licensed works are available to all would-be licensees, worldwide. Because it is
       the right of the creator to choose whether and how to license a work, the study
       was designed to focus first on exploring “noncommercial use” from the viewpoint
       of creators, as broadly and as deeply as practicable. Logistical and cost
       restraints mandated that empirical research be confined to the United States,
       however international perspectives were solicited during the qualitative research
       stages as well as during the open access polls made available worldwide during
       the quantitative research stages. The research was conducted solely in English.

       At early stages of the study, two decisions were made that refocused the initial
       research plan. The first decision resulted in limiting the research conducted on
       different content communities. When the study was originally proposed, Creative
       Commons was aware from its experience that certain “content communities”
       shared some understandings about various kinds of content. To give two
       examples, CC was aware that the print publishing industry distinguishes between
       “commercial” and academic presses, and that magazine and newspaper
       publishers refer routinely to “editorial” or “feature” content as opposed to
       “advertising” or “commercial” content. Exploring specific usages thus seemed a
       good direction for research. However, almost as soon as qualitative research
       began it was determined that individual studies devoted to particular communities
       and industries would be required in order to collect anything more than
       generalities.

       Consequently, a decision was made to focus resources looking for patterns that
       might be found across high-level content communities and types of content,
       since identification of any “universal” cross-community factors relevant to
       understanding noncommercial use would be an important step in understanding
       public noncommercial copyright licensing solutions. As a result, the quantitative
       research on content communities and types of content was limited to a few very
       general questions. The high-level communities that were ultimately sampled
       were informed by the qualitative research – in particular, education, science,
       music, visual art, film-making/video, entertainment, literature, journalism and
Defining Noncommercial                                                                                  20



        marketing.18 Common types of content based on qualitative research were
        identified as well.19

        The second decision was made during the first phase of quantitative research,
        and resulted in adjusting the last phase of the study to probe understandings of
        “noncommercial” among users of such content, including creators who also
        identify as users of content. As the project progressed, it became clear that
        before turning to the CC noncommercial license term itself, it was important to
        test with users what was learned from creators about their basic understandings
        of commercial and noncommercial use. As a consequence, the second phase of
        empirical research (called Phase 3 in this Report) was designed to mirror the
        subject areas of the first as closely as possible. However, it was soon obvious
        that creators are also users of others’ works, and users of others’ content also
        create their own works; indeed, much original creativity – “original” in both
        copyright law and aesthetic or critical usage – historically is based on reuse.20
        Thus, a decision was made to collect information from users who also identify as
        creators. A few questions were added to the final phase of research to assist in
        determining whether there are significant differences in understanding among
        users who also see themselves as creators.


2.2 Description and Methodology
        A three-phased study program was launched in 2008 and concluded in June
        2009. The research was conducted by Netpop Research, LLC, a market
        research firm chosen for its experience with online content development,
        expertise with online technologies and knowledge of online consumer attitudes
        and behaviors, including in connection with user-generated content. A
        distinguished group of legal, public policy, and information technology experts
        advised on research methodology and data analysis.21

        Phase 1 consisted of project planning, formulation of research objectives,
        consideration of relevant law, and review of materials Creative Commons had
        already created or collected in connection with its NC licenses. These materials

18
 These categories seem to have been reasonable choices, as only 17% of creators selected “Other”
when asked to categorize their works, and only 5% of users did so. See Figure 4, reproduced in
Appendix 5.6, Slide 6.
19
 When asked about the most common type of online content respondents created or used, only 2% of
creators and 3% of users selected “Other,” rather than the available choices. See Figure 3 reproduced in
Appendix 5.6, Slide 4.
20
  While “sampling” and “remixing” in their most specific definitions may be 20th and 21st century aesthetic
strategies and forms, there are antecedents and similar impulses in culture, worldwide and over many
centuries.
21
  See Acknowledgements, above, for a list of project personnel, advisors and others who contributed to
this Report.
Defining Noncommercial                                                                                   21



        included a list of almost 100 actual use cases in which the meaning of the NC
        license term or “noncommercial use” had been raised on Creative Commons
        mailing lists and web-based fora,22 as well as in other discussions within the
        Creative Commons community.

        Phase 2 (creators) and Phase 3 (users) involved research, and ran from late
        summer 2008 through mid-winter 2009, and mid-winter through late spring 2009,
        respectively. As indicated, Phase 2 focused on content creators (licensors or
        potential licensors); Phase 3 on content users (licensees or potential licensees).
        Phase 2 and Phase 3 began with collection of qualitative data, primarily via focus
        groups held both in-person and online. Phase 2 and Phase 3 each culminated in
        two online surveys conducted simultaneously: an empirical survey of Internet
        users in the United States (going forward, referred to sometimes in this Report as
        the “online population” or “general population”), and an open access poll of
        Creative Commons Friends and Family (meaning, those persons who
        participated in the poll because they follow news of the organization or are
        interested in the question of noncommercial use or copyright generally) (again,
        sometimes referred to in this Report as “CCFF”). Both the Phase 2 (creators) and
        Phase 3 (users) surveys were fielded in the English language only. Due to
        budget limitations, the general population empirical survey was conducted in the
        United States only. The CCFF open access poll included completed surveys from
        respondents from around the world.


Research Objectives
        During Phase 1, the primary objectives of the research were formulated. These
        objectives were fairly simple.

        First, the research sought to understand whether people believe that there
        existed a real and meaningful distinction between commercial and
        noncommercial use. Based on the previous five years of successful Creative
        Commons license adoption and use, CC wanted to understand whether the most
        common understanding of “noncommercial use” across the online population (not
        confined to CC licensors or licensees) involves some formulation of the idea that
        the use should not be made in order to make money. Creative Commons also
        wanted to know whether there is consensus around the idea that an individual’s
        personal or private use of content is not considered a commercial use.23



22
 This effort was led by Creative Commons community member Evan Prodromou. See
http://lists.ibiblio.org/pipermail/cc-licenses/2005-April/002215.html.
23
 The existence of this understanding is distinct from the question of whether conduct separate from its
commerciality, such as illegal downloading/sharing of content, can take place in private. That question is
not addressed by this study.
Defining Noncommercial                                                                   22



       Dialogue within the organization and other communities and interest groups
       suggested substantial differences of opinion might exist on a few points, perhaps
       most visibly in connection with online advertising. Whether NC-licensed content
       is appropriately used on websites or blogs supported by advertising is a question
       that CC is asked with some frequency. Some believe that because the web-
       advertising model is based on traffic, any use of content that helps increase visits
       to a particular web page containing advertising is commercial. Others believe that
       the ad-supported model is an innocuous reality of web-based content distribution.
       Some also question whether use of content by a for-profit organization can ever
       be anything but commercial, while others believe that use by a not-for-profit
       should always be considered noncommercial regardless of the particular use.
       Further, some have questions about whether costs in connection with the use
       and further distribution of NC-licensed content may be recovered, and if so, how
       much (for example, may a school charge students for NC-licensed educational
       materials, and if so, may cost recovery include staff salaries?).

       Finally, it was expected that even among those who create and use a lot of
       content, the U.S. online population is largely unfamiliar with copyright law or
       licensing.


Qualitative Research
       Interviews

       Testing the research objectives started as soon as qualitative research began,
       with 30-90 minute telephone interviews of persons identified as experts in some
       aspect of online content production and/or distribution, primarily in the United
       States but also elsewhere. Interviewees included representatives from some
       Creative Commons license adopters, as well as organizations interested in
       adopting CC licensing. The objective was to add detail to the range of issues
       surrounding definitions of noncommercial use, understanding and adoption of
       public copyright licenses generally, and reception of the noncommercial licenses
       specifically.

       A basic outline was created that served as a topic guide for the interviews, which
       covered subjects ranging from online distribution models for music and video,
       academic and scientific publishing, search and content-linked advertising, access
       to curricular materials in developing countries, and the popularity of photo-
       sharing and user-generated content websites, to online consumer behaviors and
       marketing, copyright education, and copyright policy in the United States and
       internationally. Over the course of the project, more than 20 interviews were
       conducted by the market research consultant and/or the project director.
Defining Noncommercial                                                                   23



       Focus Groups

       The focus groups for both Phase 2 (creators) and Phase 3 (users) were a mix of
       in-person sessions convened in major American cities, and online bulletin board-
       type discussions, which allowed the inclusion of people who live in other cities
       and countries. In Phase 2 (creators), six in-person focus groups (each two hours
       in length) were conducted with a total of 35 participants in San Francisco, New
       York and Los Angeles, and one online focus group (with postings over a period
       of 3 days) was conducted with 12 participants from around the world. In Phase 3
       (users), the total number of in-person groups was reduced in order to hold more
       online discussions, resulting in four groups in San Francisco and New York with
       a total of 26 participants, and two online groups with a total of 20 participants
       from around the world. In all, over 90 people participated in focus groups. Every
       group, whether in-person or online, was moderated by principals of the firm
       serving as market research consultant and observed by other project personnel.
       The format of the in-person groups allowed for free-flowing discussion. The
       online groups by necessity proceeded asynchronously, though participants were
       highly responsive to questions posted by the moderator, and sometimes
       commented on other participants’ replies in a threaded discussion format.

       Recruiting for the focus groups aimed at gathering participants from a cross-
       section of communities and industries. Because as an organization Creative
       Commons has had extensive experience with a passionate amateur base of
       creators, Phase 2 (creators) deliberately included mostly professional creators
       with whom CC has had relatively less experience. For Phase 3 (users), in
       addition to tapping persons and organizations known to be deeply engaged in
       using and curating content, an open call for participation was made via the
       Creative Commons website. This was done in order both to bring more amateurs
       into the mix and to provide a way for anyone interested enough to volunteer to
       participate.

       The focus groups were composed differently. Some included participants drawn
       primarily from a particular community or industry or two (however generally
       described, such as “educators” and “publishing”). Others were a deliberate mix of
       participants coming from very different contexts (for example, technology and
       ecommerce experts with artists and cultural organization administrators).
       Different types of people were brought together during the focus groups: persons
       making and using content of all types; those with a range of cultural and
       economic values; amateurs and professionals; persons who “grew up digital” with
       persons who already had long experience in the media and content industries
       before the Internet existed; individuals with others representing both for-profit and
       not-for-profit corporate creators, users and curators; and people from across the
       copyright policy spectrum with people who had little knowledge of copyright
Defining Noncommercial                                                                   24



        beyond the fact that it exists. For the most part, lawyers were excluded except
        when they had substantial experience in a more purely “business” aspect of
        content production or distribution. Although groups in Phase 2 were asked to
        focus on the perspective of creators, and groups in Phase 3 were asked to focus
        on the perspective of users, many participants in each Phase were “cross-overs,”
        able to speak from both perspectives.

        Key findings from the qualitative research are described in Section 3.1.


Quantitative Research
        Sample Methodology

        The target population was U.S. Internet users who created (Phase 2) or used
        (Phase 3) copyrightable online material in the past 12 months. Respondents for
        this study were selected to represent the U.S. Internet population 18+, in age and
        gender using a best practices online consumer market research panel as the
        sampling frame.

        Greenfield Online provided the sample for both phases of quantitative research.
        Greenfield Online maintains quality standards for respondent recruitment and
        management by recruiting respondents from multiple websites via banner
        advertising and text links. The Greenfield Online panel had an active member
        base (members who have taken a survey within the last six months or registered
        within the last two months) of 253,878 panelists in June 2009. While samples for
        these studies were selected using best practices for selecting and managing
        online panel respondents, online panels comprise volunteer or opt-in participants
        who receive various rewards for their survey participation. The decision to use an
        online consumer market research panel was based on consideration of the target
        population – the U.S. online population, not the general population – and a
        cost/benefit analysis of using telephone sampling techniques. Furthermore,
        Creative Commons desire to field the survey via an open access poll to the
        Creative Commons community added to the benefits of hosting the study
        online.24

        Netpop Research further managed respondent selection by using stratified
        random sampling based on a joint distribution of age/gender categories
        throughout the duration of data collection. Benchmarks for the stratification were
        based on reliable market data obtained from Pew Internet Project, the U.S.
        Census Bureau (The National Data Book) and internal historical information.
        Data collection was controlled through a combination of sending reminders to

24
  For more information about the Greenfield Online panel, see: http://www.greenfield-
ciaosurveys.com/html/home.htm and http://www.qualitydataprogram.com/qdp.html.
Defining Noncommercial                                                                                   25



        active invitees and releasing fresh invitations through the data collection period.
        The actual compositions of all age/gender categories are within +/- 2 percentage
        points of the benchmarks. Releasing survey invitations in controlled waves
        reduces the potential bias from including too many rapid responders in the final
        sample. This procedure – introducing controlled waves of invitees matched to
        Internet population benchmarks – ensures that all respondents reaching the
        actual screening questions are proportionately representative of the U.S. Internet
        population based on age/gender benchmarks. The procedure may be
        reproduced in other markets for future research.

        For Phase 2 (creators), respondents were screened for eligibility by being asked:

                “In the last 12 months, have you created any of the following types of
                works or content? Please select all that apply.”25

        Respondents who selected “None” or only “Other,” rather than any one of a
        randomized list of 10 types of content (videos, songs, photos, etc.) were not
        permitted to proceed with the survey. The objective here was to screen for
        respondents who view themselves as creators, and who likely create some
        content that is copyrightable (even if they are not themselves aware that
        copyright may exist).26

        For Phase 3 (users), respondents were screened for eligibility by being asked:

                “In the last 12 months, have you used any online content in any of the
                following ways?”27

        Respondents who selected “None” or only “Other,” rather than any one of a
        randomized list of seven types of activity involving use of content online
        (accessing, downloading, posting, etc.), were not permitted to proceed with the
        survey.28

        The composition of the resulting set of completes was allowed to fall-out naturally
        and no weighting of the data was applied during analysis. Content creators and
        content users who are members of the online population in the United States
25
 See Creative Commons, Defining “Noncommercial” Study Questionnaire for Creators (September
2009), (“Creators Questionnaire”) at Appendix 5.4, Question 3.
26
  The study was not limited to creators who put their content online, because although much content
continues to be created and live offline, in theory any work can be published on the Internet as a copy or
in the form of documentation.
27
  See Creative Commons, Defining “Noncommercial” Study Questionnaire for Users (September 2009),
(“Users Questionnaire”) at Appendix 5.5, Question 3.
28
 Here, respondents were sought who definitely use content online, because the Internet is the primary
means for distributing publicly licensed works.
Defining Noncommercial                                                                     26



        tend to be younger and skew slightly male (3%) than the online population in
        general. Graphs illustrating the Internet Population benchmarks used, the
        composition of qualified starts (sample composition) and the composition of
        completed surveys are presented below.




Figure 1: Phase 2 – Content Creators [Appendix 5.6, Slide 2]




Figure 2: Phase 3 – Content Users [Appendix 5.6, Slide 3]



        Finally, post-field data cleansing was implemented to remove “speeders” from
        the data set. Respondents who completed the study in less than 7.5 minutes
        were removed from each phase of quantitative research. It is possible for
        respondents to pause their participation in a survey and return to it at a later time.
        Thus, several outliers from each phase were not included in the mean time
        calculations: For Phase 2 (creators), 5 respondents who took between 1085
        minutes – 1760 minutes were excluded, and 2 respondents from Phase 3 (users)
        who took 715 minutes and 1016 minutes were excluded.
Defining Noncommercial                                                                          27



                                     Phase 2 – Content Creators     Phase 3 – Content Users

 Response rate                       5%                             6.00%

 Abandon rate                        18%                            17.00%

 Incidence rate                      31%                            53.00%

 Avg. time to complete survey        21 minutes                     20 minutes

 Sample size                         1000                           1005

 Collection Period                   2008-11-25 to 2008-12-12       2009-04-19 to 2009-04-29
Table 2: Content Creators and Content Users Dataset.



       Surveys

       The core of the questionnaire consisted of questions designed to elicit unaided
       definitions of commercial use and noncommercial use, followed by a
       “gatekeeping” exercise intended to identify uses that respondents believe to be
       “definitely” commercial or noncommercial, and an “anchor point” allocation
       exercise that measured response to five unqualified use scenarios suggested as
       basic starting points, then compared that response to more detailed and nuanced
       scenarios. A question testing reaction to the language of the Creative Commons
       NC term was also included. The questionnaire for Phase 3 (users) was based on
       the questionnaire developed for Phase 2 (creators), but was tailored for users. It
       also omitted several questions on online sharing behaviors, in order to include
       others exploring users’ activities and attitudes as creators.


       Open Access Polls29

       In both Phase 2 (creators) and Phase 3 (users), an open access poll targeted at
       Creative Commons Friends and Family was fielded simultaneously with the U.S.
       sample survey. The CCFF polls were based on the general population survey
       questionnaires, but included additional questions specifically about Creative
       Commons and the NC license term. After launch, each poll remained open for
       approximately three weeks. The polls were announced on the Creative
       Commons blog and promoted via Twitter, Identi.ca and Creative Commons
       international affiliate websites. The announcement of the Phase 2 (creators) poll
       was picked up by several other widely read blogs. For Phase 2 (creators), CCFF
       completed 3,337 questionnaires; 437 completed questionnaires during Phase 3
       (users).
29
 Open access polls should not be confused with the “open access” movement, in which many Creative
Commons community members are involved. As used here, open access refers to the fact that anybody
who became aware of the poll and so desired could participate.
Defining Noncommercial                                                                 28




       The goal of the CCFF polls was to collect more information relevant to
       understanding global interpretations of noncommercial use, although as noted
       above the polls were fielded in English only and could not be considered
       scientific because of the self-selected nature of the CCFF sample. The polls were
       intended to allow those interested in the subject to express their opinions. It was
       expected that the CCFF audience would include more respondents
       knowledgeable about copyright and copyright licensing and have views about the
       Creative Commons NC term itself.

       Copies of the quantitative research questionnaires, indicating the programming
       instructions that determined how they were presented to individual respondents,
       are included at the end of this Report.

       The results of the quantitative research are described in Section 3.2.
Defining Noncommercial                                                                  29




3 Findings

       The findings for Phase 2 (creators) and Phase 3 (users) are reported
       comparatively, rather than in the chronological sequence in which the data were
       collected. Section 3.1 reports the findings of qualitative research, which informed
       the design of the questionnaires used to collect quantitative data. For those
       readers who wish to go directly to the data collected from the U.S. online
       population, Section 3.2 reports those survey results. Section 3.3 reports the
       results of the polls of Creative Commons Friends and Family, in comparison to
       U.S. content creators and users. Section 3.4 provides a summary of research
       findings.


3.1 Qualitative Research

Phase 2: Creators
       Participants in the Phase 2 focus groups were asked to consider the question of
       noncommercial use from their point of view as creators. The primary objectives of
       Phase 2 of research were to:

              1)    explore how content creators decide whether a particular use of
              content is commercial or noncommercial; and

              2)      determine whether creators could be grouped based on a shared
              definition of noncommercial use.

       Qualitative research revealed variations of understanding even among creators
       who identify with communities that may appear to share certain vocabulary,
       contexts, norms or general values. To give two examples, within “the education
       community” there are differences in understanding of and approach to the
       question of commercial versus noncommercial use, in part because of efforts to
       define “open access” and the growth of the open educational resources
       movement. Within “the arts community,” an increasing number of artists and
       cultural organizations are experimenting with newer models both for content
       distribution and revenue generation, resulting somewhat paradoxically in greater
       interest in exploring the return on “giving away” content, and greater interest in
       exploiting control of access to content that might have untapped commercial
       value. In each case, previous understandings of commercial and noncommercial
       use are destabilized. Other examples of developing and shifting understandings
       of “what can be done with content” are available from every sector of “the content
       industry.”
Defining Noncommercial                                                                  30




       However, no matter which content community or communities participants in
       Phase 2 (creators) were willing to identify with, no matter how traditional or
       innovative their creative and/or business models, or where they stood with
       respect to debates about the need for more or less copyright protection, virtually
       all agreed that there was an important distinction between commercial and
       noncommercial use. Yet, they could articulate no single common definition. So
       how do creators approach the question of deciding what counts as commercial
       use, what noncommercial?

       Many participants in the Phase 2 (creators) groups were familiar with at least the
       basics of copyright. Most participants thought that “noncommercial use” had no
       legal definition, or were not sure. Many U.S. creators were aware that the
       doctrine of fair use allows some use of others’ content without their permission,
       as were creators outside the United States who were aware of a similar law in
       their legal jurisdictions. Some participants believed noncommercial use to be
       more likely a fair use than not, and some conflated noncommercial use and fair
       use. Some participants also mentioned personal or private use as being both
       legally and pragmatically a noncommercial use, though they were not certain of
       any law defining “personal use.” During these discussions the moderator was
       careful to keep participants focused on their understandings of what a license for
       noncommercial use would permit, and how any law would be relevant to that.
       There was no consensus on this point, and in some cases, there was
       misinformation and misunderstanding even on settled points of law. Some
       participants expressed the belief that more law would be helpful; others
       disagreed, viewing the question as one that creators are able and should be able
       to decide.

       Internet technology professionals and those focusing primarily on the creation
       and distribution of web-based content typically take a more liberal stance.
       Orienting around open source software licensing standards, some (though not
       all) embrace a “copyleft” philosophy and theorize the implications of abolishing
       the noncommercial distinction altogether. Many are more concerned with proper
       attribution than commercial gain, hoping the use will be fair and equitable. Some
       use technology to license low fidelity versions of the work for noncommercial use
       and reserve the high fidelity versions for commercial gain.

       When asked to share their understandings of noncommercial use, no participant
       could provide a definition of noncommercial use that worked for everyone in their
       particular group, although there was much agreement on elements of many of
       the definitions. Through discussion, it emerged that creators take a variety of
       factors into account when determining what constitutes noncommercial use.
       These factors are often considered on a case-by-case basis, although some
Defining Noncommercial                                                                                     31



        creators were comfortable with the idea of categories of cases, for example,
        “educational use” – even though those categories are not consistently defined.
        However, participants across communities were able to articulate a list of factors
        they generally agreed as a group were relevant to creators’ understanding of
        whether a use of a work is commercial or noncommercial. After the first couple of
        in-person groups during which these factors had begun to emerge, the group
        moderator began moving more quickly and openly to the collaborative creation of
        such a list, probing for nuances, qualifiers, and outliers.

        The lists created were not identical, and there was no unanimity of opinion on
        any hierarchy of the factors other than a strong tendency to put the question of
        money-making at or very near the top. Uses in connection with advertising also
        featured prominently. Overall, there was a remarkable degree of consensus
        around the relevance of each of the “consideration factors” on the list ultimately
        synthesized (below, in no known order of priority, particularly at the time). Most
        importantly, these factors were relevant to creators across a breadth of content
        communities and industries. In addition, at least at that this level of research,
        there were no significant differences of opinion between participants in the United
        States and those elsewhere.


 Qualitative Research Consideration Factors30
 Perceived economic value of the content

 The status of the user as an individual, an amateur or professional, a for-profit or not-for-profit
 organization, etc.

 Whether the use makes money (and if so, whether revenues are profit or recovery of costs
 associated with use)

 Whether the use generates promotional value for the creator or the user

 Whether the use is personal or private

 Whether the use is for a charitable purpose or other social or public good

 Whether the use is supported by advertising or not

 Whether the content is used in part or in whole

 Whether the use has an impact on the market or is by a competitor
Table 3: Qualitative Research Consideration Factors.



        In general, creators did not consider the media in which content is created or
        potentially used relevant in and of itself to the question of whether a use is
30
  Some consideration factors identified in the qualitative research were hypothetical in nature, such as
perceived economic value of the content and potential impact on the market. These factors were not
included in the quantitative stages of the study.
Defining Noncommercial                                                                                          32



        commercial or noncommercial. However, some raised the fact that some content
        in digital form has greater potential economic value than other types of content –
        music and movies were frequently cited examples.

        It was recognized that a list of consideration factors alone could not define
        noncommercial use. Most participants insisted that any definition would have to
        include expressed rules and limits for most of the factors. Further, participants
        were deeply skeptical that even with the aid of such a list, any single definition
        could be formulated.

        Creators in the groups recognized that they consider some factors more
        important than others, and they also weigh the factors differently. Some consider
        certain factors to be “gatekeeping” questions, the answer to which settles the
        matter. Some creators consider a use commercial if there is any advertising in
        connection with it, for example. Others consider certain factors to be questions of
        degree. For example, some creators consider recovery of costs to distribute a
        work a noncommercial use, but not if salaries or other overhead are calculated
        as part of cost recovery. Rather than constituting a simple checklist, for many
        creators the factors exist within a matrix in which the type of use (for example,
        promotional or advertising use) and the context or community-based nature of
        the use (for example, charitable use, or use in a public school) are important
        vectors. In sum, the decision-making process is not clear-cut.31
31
 The following few examples of each factor, raised by focus group participants and expressed in the form
of questions or scenarios that might be put to a creator considering whether to license content for
noncommercial use, may help illustrate the complex nature of some of the decision-making involved.
      Economic value: Might the work itself be worth substantially more in the future? Does allowing
noncommercial use of the work build demand for commercial use of the work, or depress it?
        Status of the user: Individual or organization Can an individual use music licensed for
noncommercial use in a podcast? What if that individual is a world-renowned celebrity and the podcast
has been downloaded over 100 million times, albeit for free? Can a small “mom and pop” organization
create a presentation that includes content licensed for noncommercial use and distribute it internally to a
few employees? What if the organization is a highly profitable multinational? For-profit or not-for-profit
Can a large for-profit company use an image licensed for noncommercial use in free educational
materials they distribute to schools? Can a not-for-profit entity such as a big public university sell in its gift
shop a notebook whose cover includes an image licensed for noncommercial use? Amateur or
professional Can an amateur blogger use images licensed for noncommercial use? What if the blog
includes advertising and generates $50 per month? What if the advertising generates $50,000 per
month? Can an individual who relies on blogging as a primary source of income use images licensed for
noncommercial use?
         Monetary compensation and cost recovery: Can a not-for-profit organization sell educational
materials licensed for noncommercial use to a less-developed country? What if the organization only
generates enough revenues from the sale of these materials to cover the costs of production and
distribution? What if the organization earns one cent beyond cost recovery that they reinvest in the
organization to help sustain its humanitarian operations? If a website redistributes music licensed for
noncommercial use, is that website allowed to charge an access fee solely for the purposes of
maintaining itself as a means of distribution for noncommercial music? What if this process unintentionally
results in a profit for the site?
         Promotional value: What if a music website does an entire promotional campaign around
distributing an artist’s noncommercially-licensed work, greatly increasing traffic and therefore advertising
Defining Noncommercial                                                                                       33




        However, virtually all creators agree that a noncommercial use is one in which
        “no money changes hands.” Many then add that for a use to be truly
        noncommercial, there should also be no indirect commercial gain. Yet everyone
        recognizes that indirect commercial gain may be impossible to avoid – and may
        accrue to the creator as well as (or instead of) the user. Many group participants
        noted that there are promotional and thus potentially economic or commercial
        advantages to creators in connection with releasing content freely for
        noncommercial use. For these creators, “credit” for permitting noncommercial
        use is very important, and the question of attribution is something that gets
        factored into their consideration of when a use is acceptable. For example,
        attribution is often more important to artists and programmers than protecting
        particular content that might have some economic value, sometimes but not
        always on the theory that attribution may ultimately lead to overall greater
        commercial gain. This suggests that the CC license attribution requirement may
        be an important factor in at least some creators’ understanding/perception of the
        NC license term. At the same time, some participants noted that users can derive
        promotional advantage from use of others’ works, and wondered when
        “promotional” becomes “commercial” advantage. As a practical matter, many
        seem to consider noncommercial use as having minimal or indirect commercial
        impact, rather than absolutely no commercial impact.




revenues generated from other sections of their site? What if the campaign pushes the artist’s new music
to the top of the charts? Does it matter whether the website or the artist benefits more from the
campaign?
       Personal or private use: What if the user posts a work licensed for noncommercial use to a
personal blog? What if the blog has thousands of regular readers? What if the blog promotes the user’s
own work? What if the work goes viral, and the blogger is credited as the source of the work?
        Charitable purpose or social good: Can a not-for-profit sell copies of a work to raise money to
donate to disaster relief? What if an elementary school shows a video of a popular movie at a fundraiser
for which they collect $10 per attendee? Does it matter if the school is public or private? What if an
otherwise charitable use is underwritten by a corporate sponsorship?
         Advertising: Can a blogger use material licensed for noncommercial use if the blog is hosted by
a company that places ads around the licensed content and does not share advertising revenues with the
blogger? Does it matter if the blogger makes some minimal amount of money from the advertising? What
if there are paid search ads or “sponsored links” on the blog? What about content licensed for
noncommercial use posted to an ad-supported site that gets traffic because of the volume of works it
aggregates, and which does not share revenues with posters?
        Use in part or whole: Is only part of the work being used, so that the rest is still available for
commercial exploitation? Does use of the part build or depress demand for the whole? Does use of the
entire work benefit the creator by providing greater exposure?
        Impact on the market or use by competitor: Does making content available for noncommercial
use diminish the economic value of related or similar content? Conversely, might this help build a market?
Could noncommercial uses of content eventually be perceived as commercial, as markets are
developed? What if a creator licenses an image for noncommercial use, and another creator in the same
market space uses that image in a demo or proposal?
Defining Noncommercial                                                                  34



       Many creators are also more inclined to let their evaluation of a use shift toward
       “noncommercial” when the use is made for some charitable purpose, or to
       promote some social or public good. For example, a creator may usually
       consider advertising a commercial use, but not if the advertising is for a
       charitable organization. Yet that same creator also may want to distinguish
       between charitable organizations with more or fewer resources, or charitable
       purposes or social causes that align with the creator’s values, or not. Thus the
       decision-making process is further complicated by subjective or personal views;
       that is, what may be a social good to the user may be objectionable to the
       creator. While some content creators are aware that some consideration factors
       may have a legal dimension beyond the licensor’s control, at least in the United
       States (for example, “whether the use is morally objectionable” would be
       irrelevant if a use of content was otherwise fair and legal), others are not.

       In the absence of contractual or licensing terms for noncommercial use, many
       creators rely on formulations that are unique to their particular situations, or
       which may be used by similar creators (even though these formulations may not
       rise to the level of a shared community or industry standard). Often these
       formulations cannot be made easily known to users (for a variety of reasons,
       including that the distribution of the content may not be entirely under the
       creator’s control); sometimes the creator does not bother to make them known,
       at least not unless the would-be user contacts the creator, or the creator
       discovers an unacceptable use. Many of these formulations are also open to
       interpretation, as is demonstrated by these verbatim examples of what
       “noncommercial use” means in practice for some creators:

              •   “if I have nothing to gain, then it’s noncommercial”

              •   “if you can afford it, please pay; if not, that’s okay”

              •   “what we consider to be ‘truly’ educational use”

       Many creators also establish different standards for release of content for
       noncommercial as opposed to commercial use. For example, creators release
       low fidelity or low resolution versions of a work for noncommercial use, but
       reserve high fidelity or high resolution versions for commercial exploitation.

       Internet technology professionals and those focusing primarily on the creation
       and distribution of web-based content typically take the most liberal stance with
       respect to permissible uses, particularly those who describe themselves as
       sympathetic to the principles of the open source software movement and/or who
       espouse a “copyleft” philosophy. On the most extreme end of this scale, a few
       respondents advocated the free circulation and distribution of content as an
Defining Noncommercial                                                                                        35



        absolute good, and thus opposed any restrictions on use, including restrictions
        on commercial use.

        While Creative Commons openly convened the focus groups, the emphasis of
        research was on creators’ own understanding of noncommercial use. Many
        participants in the groups had only minimal familiarity with Creative Commons.
        However, when time and the flow of discussion allowed, some groups were
        presented with the language of the Creative Commons NC term as a possible
        definition of noncommercial use.32 This was done without identifying the source,
        but many participants guessed, and a few knew the term before coming to the
        group. Many participants felt the definition captured their basic understanding of
        noncommercial use, but was too general to be useful for application to many
        specific situations. Others deemed the ability of the definition to apply to a range
        of otherwise unspecified situations a strength. Many participants, including some
        of those who felt the definition was compatible with or close to theirs, criticized
        the language as vague or unclear, focusing particularly on the meaning of
        “primarily intended” and “commercial advantage,” and the import of the adjective
        “private” as applied to “monetary compensation.” Some criticized the definition as
        tautological, because it includes the word “commercial.” Virtually all agreed that
        more explanation and/or examples of specific noncommercial uses presented in
        connection with the definition would be helpful – and some put it more strongly
        than that.

        Many participants disagreed with the idea that a single definition of
        noncommercial use could be workable. Some raised the possibility of developing
        a range of public copyright noncommercial use licensing solutions, in different
        “flavors” for different uses and/or contexts. Others emphasized the advantages of
        a single standardized license term that might work for a majority of creators and
        users.33 When pressed to express a percentage, however speculative, a few
        agreed that such a solution might be found for maybe 80% of cases.

        Finally, although the focus in Phase 2 was on content creators, a lot was heard
        about and from content users. Many group participants introduced their own
        experiences using content created by others into the discussion, sometimes to
        describe a situation involving a creator with a different perspective, sometimes to
        make a point about how their own views as creators were formed. These
        discussions informed the decision to focus Phase 3 of the research on content
        users, in order to learn more about how understandings of noncommercial use
        may differ from one side of the licensing equation or the other.
32
  The Creative Commons NC term restricts use in “any manner that is primarily intended for or directed
towards commercial advantage or private monetary compensation.”
33
 Those more familiar with Internet culture also point to other challenges in connection with advancing
public copyright licensing generally, including establishing attribution standards, increasing indexability
and search functionality for locating works, and concerns about enforcement.
Defining Noncommercial                                                                   36




       The generation of a “consideration factors” list in Phase 2 (creators) focus groups
       inspired an approach and much of the content for the questionnaire developed
       for quantitative research, described below.


Phase 3: Users
       Mirroring Phase 2, the primary objectives of Phase 3 qualitative research were
       to:

              1)    explore how content users decide whether a particular use of
              content is commercial or noncommercial; and

              2)      determine whether users could be grouped based on a shared
              definition of noncommercial use.

       Additionally, this Phase of research investigated users’ identification and
       experience as creators.

       In order to define “user,” participants were asked to think of all the various “use”
       activities in which they might engage: copying and downloading content, sharing
       and further distributing a copy of content, incorporating content into some other
       work, or manipulating or altering content. In discussion of these uses, immediate
       similarities appeared between the perspectives of those using content and the
       perspective of creators explored in Phase 2 (creators) focus groups. Like
       creators, users do not share a single definition of noncommercial use, and there
       are significant differences in understanding even within particular communities or
       industries. The majority of both groups tends to think that “noncommercial use”
       has no legal definition, or is not sure. Users are also uncertain (and sometimes
       misinformed) about the relation of noncommercial use to fair use or personal use.

       However, many of the participants in Phase 3 (users) groups would not classify
       themselves strictly as “users,” explaining that the categories of pure creator
       (someone who creates “something from nothing”) and pure user (passive
       consumer) are increasingly rare and/or inadequate. Rather than “user,” many of
       these participants from across content communities prefer terms such as “re-
       user” or “re-purposer,” terms that express strong beliefs that their use of content
       is itself creative. These participants in particular acknowledge remixing and
       sampling as vital cultural phenomena, although it has to be said that the
       definitions or legality of these activities were not established in the groups. Just
       as the moderator remained careful to curtail discussion of the scope of fair use to
       its relevance to the definition of noncommercial use, the group moderator also
       asked respondents to focus on situations in which a creator’s willingness to
Defining Noncommercial                                                                                  37



        license was not in question, only the understanding of what a license for
        noncommercial use would permit beyond fair use.

        Other participants found different ways of describing “value-added” user activity.
        Those who work in libraries, museums and other cultural repositories and
        institutions often refer to themselves as “curators” of content, or “mediators,”
        “facilitators” or “intermediaries” between creators and users of content. These
        participants are typically involved as well in creating content such as text for the
        organization’s records, blog or other publications. Some participants working in
        web-based content contexts refer to themselves as “guardians” or “shepherds” of
        the metadata associated with digitally created or hosted works, and explain that
        their roles in organizing metadata schemas and aggregating content have a
        creative dimension that may add value to the content itself.34

        Those who identified as both users and creators seemed to agree that their
        experience had influenced their perspectives on the question of what constitutes
        noncommercial use, making them more aware of the issues and their
        implications. Yet, despite being better able to articulate the complexities and
        nuances of the issues, user-creators did not express differences in opinion from
        other users, or from other creators for that matter.

        When asked to evaluate the list of commercial/noncommercial use consideration
        factors developed in Phase 2 (creators) qualitative research, participants in
        Phase 3 (users) agreed with their relevance. Even after much discussion, no new
        factor was added although, as mentioned below, two were proposed. Reaction to
        the utility of the list also was the same: participants in both Phases 2 and 3 agree
        that a positive definition of “noncommercial use” would have to establish rules or
        limits for most of the factors. Furthermore, users are as skeptical as creators that
        a single definition of noncommercial use can be formulated.

        Users added more color and depth to many of the possible use cases explored
        with creators, but no completely new scenarios.35 Overall, users did seem to view
        uses involving cost recovery as somewhat more commercial than creators, and
        they did express some concerns that had not been raised or had not fully
        surfaced in Phase 2 (creators).

        A few individual users voiced some feelings of guilt for taking advantage of the
        ambiguity regarding the distinction between commercial and noncommercial use,
34
  A few participants were aware that copyright in organizational schemas may exist in the United States,
and that the copyrightability of metadata has been raised as a question by some. Some also were aware
that data and databases are protected by copyright in some jurisdictions outside of the United States.
These participants expressed wariness about the impact of copyright in data and metadata, seeming to
believe it would stifle rather than promote the development of web-based products and services.
35
 Users came up with many of the same (or very similar) examples to illustrate the difficulty of making the
commercial/noncommercial distinction that creators did, as reported in footnote 31, above.
Defining Noncommercial                                                                                    38



        and what they judge to be the low risk of being discovered or pursued for
        infringement.36 Interestingly, for some this guilt appears exacerbated by their
        mostly untested belief that creators define noncommercial more narrowly than
        they do, especially when the creators are trying to make a living from their works.
        One participant said that in the current environment, many users are essentially
        creating new “pies,” that is, new products and/or markets based at least in part
        on use of others’ content without giving anything back to the creators of the
        original pies. Some users make a point of giving attribution to the creator as a
        way of giving back, even when not requested.

        Indeed, some Phase 3 (users) participants assert a “new orientation around
        creating” is the primary cause of confusion or ambiguity regarding the
        commercial/noncommercial distinction. They point to the fact that some creators
        feel that the recognition made possible by the Internet is reward enough for
        creating content, and suggest that the implications of this new reality are two-
        fold: creators who earn a living from their work experience greater competition
        and pressure to find new ways of making money, and attribution is increasingly
        perceived by some creators and some users as sufficient compensation for
        producing content and making it available to others. These participants
        emphasize the need for standards and/or rules regarding credit that should be
        given to the source of content used; in the words of one participant, “to think of
        noncommercial [use] without attribution is faulty.”

        Among users who are not interested in making money from their uses of others’
        work, or who work for not-for-profits, many present themselves as conscientious
        experimenters who want to do new, interesting and socially useful things with
        content, ideally using ethical guidelines that have been endorsed by the
        community. For these users, lack of clarity around the meaning of
        noncommercial use is particularly frustrating.

        Participants representing not-for-profit cultural and educational institutions
        expressed not only frustration but also some real worry about possible litigation,
        particularly as they strive to take advantage of new possibilities for content
        collection and distribution enabled by developing technologies and meet the
        corresponding new expectations from their audience or “clients.” For example,
36
  Some individual users openly admitted to sometimes using content without permission and without
being sure it was fair use (or with some expectation that it was not fair use), because they judged it too
complicated or costly to find out what the creator would allow. Many of these users feel that if such uses
are noncommercial, and/or if they offer some promotional advantage to the creator, they are more likely to
be tolerated. Some also feel that so long as such uses are not highly visible or profitable, even if they are
commercial uses, at worst their risk of getting into trouble is low. Many other individual users stated they
try to “operate under the radar,” working within largely self-prescribed parameters, with some
acknowledging a certain struggle to balance their own conflicting ethical and opportunistic impulses. It is
worth noting that a number of participants in both Phase 2 (creators) and Phase 3 (users) focus groups
agreed that some users behave differently online, specifically that they “start doing things with other
people’s stuff” that they wouldn’t normally do.
Defining Noncommercial                                                                                   39



        users who work for archives and educational say they have to “play all sides” in
        an attempt to reconcile what often seem to be opposing interests in content.
        These users struggle to find ways of making more content available to the public
        while negotiating the demands of some creators and content providers (or their
        in-house counsel or administrators) to restrict access.

        In general, the lack of accurate knowledge and the abundance of misinformation
        about copyright law and fair use revealed in qualitative research are notable,
        particularly among professionals working with content. Many users are aware of
        this problem. Even accomplished professionals openly question their own
        understanding and judgments about the distinction between commercial and
        noncommercial use. Educators in particular seem to feel they are in a difficult
        position because they see a need for greater understanding of copyright law and
        fair use among students at all levels, but are also grappling with their own lack of
        knowledge. Many participants from a range of cultural organizations report a high
        degree of internal confusion and risk aversion, as well as lack of any internal
        resources to increase understanding of the legalities concerning much use of
        content.

        Participants representing corporations or who deal with corporations, especially
        those with more traditional business models, say the ambiguity around
        noncommercial use often prevents much content from being used. They assert
        big corporations “won’t touch” works licensed for noncommercial use because of
        uncertainty over the term, and that the noncommercial label may even have a
        chilling effect on uses that creators may not intend to restrict. For example,
        technology industry representatives explain that working with noncommercial
        use-licensed databases would mean the loss of ability to partner with large
        companies, because “even a whiff of noncommercial and companies will not use
        it.”

        A few Phase 3 (users) participants in the in-person groups also raised as
        potential additional consideration factors the notions of “community support,” and
        “promotion of public discourse.” The rationale for the first proposed additional
        factor was that if a particular use serves the “authentic” needs of a community, it
        should be considered a permitted use (at least within that community); the
        rationale for the second was that if the intention of the use is to enter something
        into public discourse, it too should be permitted. The format of the focus groups
        did not permit in-depth discussion of these points, but the feeling generally
        among participants seemed to be that were these proposals to find broad
        support, as noncommercial use “consideration factors” at least they were already
        captured by the factor recognizing “promotion of a public or social good.”37
37
 It was not clear whether in a public copyright licensing scheme “community support” could be something
other than a special-interest carve-out, or whether facilitating any commercial restriction on “promotion of
public discourse” was in the greatest public interest.
Defining Noncommercial                                                                     40




       As do creators, users often approach the question of noncommercial use on a
       case-by-case basis. Paralleling many creators’ approach to deciding when to
       allow or license a noncommercial use, many users also explained they use
       content guided by their own principles or personal rules of thumb, or in accord
       with practices followed by other users, which they hope creators are more likely
       to accept, on a “safety in numbers” theory. Verbatim examples of how some
       users articulate their understanding of when a use is noncommercial include:

              •   “if it’s for education or personal use”

              •   “if it does not compete – noncommercial is really non-compete”

              •   “if the creator is getting promotional value”

       When Phase 3 (users) groups were presented with the language of the Creative
       Commons NC term as a possible definition of “noncommercial use” (again,
       without identifying its source), their reactions were similar to those of participants
       in Phase 2 (creators). Most participants said the description is vague, specifically
       criticizing the phrases “primarily intended” and “commercial advantage.” Some
       also questioned the meaning of “private monetary compensation,” and pointed
       out the tautology of using the word “commercial” in a definition of noncommercial
       use.

       Participants made various suggestions for improving the Creative Commons NC
       term, but none seemed certain the result would yield a truly effective solution.
       While many suggested that examples of use cases would be helpful, as did
       participants in Phase 2 (creators), there seemed to be pessimism that this would
       solve the problem since new use cases could always arise. Several Phase 3
       (users) respondents specifically suggested including attribution in the term as a
       way of striking some balance or ensuring some equity between user and creator.

       Ultimately many Phase 3 (users) participants engaged in a more general debate
       around the pros and cons of having a definition that is more broadly, or narrowly,
       defined. Some recommended a broader definition, suggesting that would best
       serve the purpose of accommodating developing understandings of
       noncommercial use, as social practices and business models change in
       response to new technologies. Others recommended a more narrow definition,
       believing it more important to counter the chilling effect caused by uncertainty
       around understandings of noncommercial uses. Some further recommended
       avoiding trying to “define the gray,” and specifically suggested that a definition of
       noncommercial use that at least establishes any non-controversial use cases
Defining Noncommercial                                                                                      41



        would be helpful. Examples offered were personal uses at home, or uses by
        students for school projects.

        Speaking as users, some Phase 3 participants expressed a certain amount of
        anxiety that examination of uncertainties around the commercial/noncommercial
        divide could in the short term “spoil the party” by causing some creators to
        rethink licensing content for noncommercial use. At the same time, they are
        concerned that the sense of opportunity and expansiveness that characterizes
        legitimate online content-sharing will be dampened if creators lose confidence
        that users understand and respect their intentions in licensing content for
        noncommercial use.


3.2 Quantitative Research: U.S. Online Population
        The primary objectives of the quantitative research were to:

                1)    empirically validate the qualitative research finding that content
                users do not share a single definition of noncommercial use;

                2)    identify and compare content creators’ and content users’
                understandings of noncommercial use; and

                3)      confirm and measure the relative importance of the factors
                identified in the qualitative research that creators and users consider when
                determining whether a use should be considered commercial or
                noncommercial.

        Additionally, the second phase of quantitative research explored users’
        identification and behaviors as creators. Findings from both phases of research –
        Phase 2 (creators) quantitative research and Phase 3 (users) quantitative
        research – are presented in comparison below.


Creators and Users: Profiles
        This section provides highlights of the profiling data collected, which overall
        reveal that online U.S. creators and users are in many significant respects more
        alike than different. Analysis of the data further reveals that with respect to their
        understanding of the difference between commercial and noncommercial use,
        there are few statistically significant differences between creators and users
        across a number of key variables and between subgroups within each sample.38
38
 Analysis of the quantitative data for the U.S. online population for this study included a comparison of
creators to users across all variables measured as well as subgroup analyses within each sample of
creators and users of:
    • Age and gender
Defining Noncommercial                                                                                       42




           Overall, creators and users are more similar than different in profile and their
           understandings of commercial and noncommercial use. Within each sample of
           creators and users, creators and users younger than 30 tend to consider more
           uses of content less commercial than do older users. But as noted throughout
           discussion of the findings below, the most significant differences among
           subgroups are those between creators who make money from their works and
           those who do not, and users who make money from their uses of others’ works,
           as opposed to those who do not.


           Creating and Using

           Over 8 in 10 of all creators and users generally consider themselves amateurs.39
           Photos are by far the most common type of content created and used by each
           group, among a wide variety of media including web-native content in the form of
           blogs and podcasts. There are far more users of different types of content,
           particularly images, videos, music and games, than there are creators of these
           types of content.




       •   Community/industry category of works created or used (for example, education or entertainment)

       •   Media or content type created or used (for example, music or photos)

       •   Amateurs versus professionals

       •   Those who say they create or use copyrighted works, versus those who do not

       •   Users who also identify as creators

       •   Those who share their works online (including users who identify as creators)

       •   Those who make money from works they create (including users who identify as creators) or use,
           versus those who do not

       •   Creators who make <$2000 annually from their works, versus those who make more/users who
           make <$500 annually from use of others’ works, versus those who make more

       •   Those who have legal training, versus those who do not (for creators only)
Although the sample size for those who have legal training is quite small, this analysis was run in case
any consistent patterns could be noted, even if they are statistically insignificant. Little of note was found.
39
     See Appendix 5.6, Slide 5.
Defining Noncommercial                                                                                         43




Figure 3: Photos are the most common type of online content created, accessed, shared or used [Appendix 5.6, Slide
4]




         Creators and users also relate to a broad range of community or industry
         categories. “Entertainment” is chosen by most as the category that best
         describes the majority of the works they create or use. The next most common
         categories selected by creators are visual art, literature and education; users
         select music, and education.




Figure 4: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 6]
Defining Noncommercial                                                                                      44




           Online Behaviors

           Over 8 in 10 creators have shared their works online.40 Games and podcasts are
           shared most frequently, followed by blogs, songs and music, images, and other
           texts and writings.41 60% of creators have shared their photos, the most common
           type of non-web-native content shared.42 Creators use a variety of means to
           share their works online. Email is the most common (66%), but over half also
           post to social networking websites, and about a third post to their own or
           someone else’s blog, post to a website that hosts user-generated content, use an
           email group or listserv, or share content via instant message or “chat” message.43
           6% of creators use microblogging services such as Twitter to share works.44 Only
           12% of creators share their works on peer-to-peer networks.45 6 in 10 creators
           “always” or “usually” control who can access the content they share online.46

           Photos are the most common type of work used, but almost half of all users have
           also used video or film, texts or writing, games, songs or music, and images.47
           Over one-third have used blogs and online ratings or reviews.48

           Content users also use online content in a variety of ways.49 70% have
           downloaded content just for themselves, while 46% have shared what they
           downloaded with others.50 49% have posted or uploaded content created by
           others to a blog or website.51 Others say they have made new works using
40
     See Appendix 5.6, Slide 7.
41
     See Appendix 5.6, Slide 8.
42
     See Appendix 5.6, Slide 7.
43
     See Appendix 5.6, Slide 9.
44
  Id. Due to the high rate of adoption of microblogging, this percentage likely has grown since the survey
was fielded. In response to the survey fielded about 4 months later, users who also identify as creators
say they share their work in almost exactly the same way, though the percentage microblogging is greater
(15%). See Appendix 5.6, Slide 10.
45
     See Appendix 5.6, Slide 9.
46
     See Appendix 5.6, Slide 11.
47
     See Appendix 5.6, Slide 12.
48
     Id.
49
  See Appendix 5.5, Users Questionnaire, Q3. Respondents were asked if they had “used any online
content in any of the following ways,” and instructed to select all that applied from a list of answer choices
including “Accessed any online content (for example, have you viewed, read or listened to any online
content).” The fact that only 85% of respondents selected this answer suggests that even though
examples were provided, respondents may not have understood the use of “accessed” in this context.
50
     See Appendix 5.6, Slide 13.
51
     Id.
Defining Noncommercial                                                                                   45



           others’ content by incorporating it (13%), or changing or altering it (8%).52 8% say
           they have remixed or mashed up content.53


           Familiarity with Copyright and Licensing

           Among profiling variables, only 1 in 5 creators say that any of the works they
           have created in the last 12 months are copyrighted.54 As noted above,
           respondents for Phase 2 (creators) were screened for entry into the study based
           on their having selected one or more types of copyrightable content from a list
           that was presented.55 Because U.S. law grants copyright upon creation in fixed
           tangible form and no formalities are required to obtain copyright, the study
           assumed that most content creators in fact do own copyrighted works, although
           the study results show that many do not realize it. Meanwhile, nearly 8 in 10
           content users say that none of the works they have used in the last 12 months
           are copyrighted, or they are “not sure.”56 Here, the corollary assumption was
           made that these users are unaware that they are using copyrighted works. These
           findings suggest that the vast majority of both creators and users do not
           understand the basics of copyright law.




52
     Id.
53
  Id. It is unknown what respondents are including in their definitions of “remix” or “mash-up” since other
independent categories were presented specifying use of others’ content to make a new work. See
Appendix 5.5, Users Questionnaire, Q3. As discussed below, of those users who also identify
themselves as creators of content, or works using content created by someone else, 9% say they have
created mash-ups or remixes. See Appendix 5.5, Users Questionnaire, Q6, and Appendix 5.6, Slide 14.
54
     See Appendix 5.6, Slide 15.
55
     See Appendix 5.4, Creators Questionnaire, Q3.
56
  See Appendix 5.6, Slide 16. Younger users (ages 18-29), and those who use podcasts and
remixes/mash-ups are more likely to think the works they use are copyrighted.
Defining Noncommercial                                                                     46




Figure 5: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 17]




           Only a few creators (about 1 in 10) have licensed their own work to others.57 Of
           creators who share their works online, about 2 in 10 say they license their works
           – 44% of them using a free public license available online, and 40% using a
           license written specifically for the work.58

           Nearly 7 in 10 users who say they have used copyrighted works in the past year
           are able to state how the works were licensed, while the others either do not
           know or are not sure, or say the works were not licensed or they did not seek or
           acquire a license.59 37% of the works they used were licensed under a free public
           license available online.60

           Because of its importance to the development of public copyright licensing, the
           study sought to determine whether there was awareness of the open source
           software movement within the general population. While 56% of creators say
           they are not at all familiar with the principles associated with the open source
           software movement, 44% are at least “somewhat familiar,” with18% saying they
           embrace them.61 Awareness of the open source software movement among



57
     See Appendix 5.6, Slide 15.
58
     See Appendix 5.6, Slide 18.
59
     See Appendix 5.5, Users Questionnaire, Q28, and Appendix 5.6, Slide 19.
60
     See Appendix 5.6, Slide 19.
61
     See Appendix 5.6, Slide 20.
Defining Noncommercial                                                                                  47



           users is almost identical, with most (59%) saying they are not at all familiar with
           the principles and 18% saying they embrace them.62


           Revenue Generation

           Although most of the online population generally consider themselves amateurs,
           creators say 14% of their works earn them money, and users say that 14% of the
           uses they make of others’ works earn them money, as well.63 Among those who
           earn money from works they create or use, creators earn an annual average of
           $12,600, while users earn on average $19,600.64 Typically, however, creators
           and users who earn money earn less than $500 a year.65


           Users as Creators

           As mentioned above, the Phase 3 (users) survey included additional questions
           exploring users’ experience as creators. Only 29% of respondents in Phase 3
           (users) of the survey identify themselves as “exclusively a user of works.”66 Over
           4 in 10 users say they have created one or more types of content in the past
           year.67 Approximately half of these “user-creators” say they have created photos,
           approximately one-third have created text, blogs or images; approximately one-
           quarter have created videos, films, songs or music.68 User-creators also
           categorize their works in a variety of ways, primarily however as “entertainment,”
           as did creators in Phase 2.




62
     See Appendix 5.6, Slide 21.
63
  See Appendix 5.6, Slides 22 and 23. While the question as framed for users in Phase 3, Q31, was
clear in its reference to money made from the use of others’ works (and this question followed Q30, also
framing the subject as use of others’ works), as fielded two of the answer choices presented to users for
Q31 referred to money made from “my work” rather than from “the use of others’ works.” In this context,
there is little reason to believe this minor design error caused confusion for respondents. See Appendix
5.5, Users Questionnaire, Q30 and Q31.
64
 See Appendix 5.6, Slide 24. Respondents were asked how much money they earned on an annual
basis from works they created or used, whether the money was earned directly (for example, from the
sale of products, downloads, or merchandise, or by displaying or performing works at events); indirectly,
either from advertising that appears online around or in connection with works, or in other ways (for
example, through speaking fees); or a combination of both. See Appendix 5.4, Creators Questionnaire,
Q27, and Appendix 5.5, Users Questionnaire, Q31.
65
     See Appendix 5.6, Slides 25 and 26.
66
     See Appendix 5.6, Slide 27.
67
     See Appendix 5.6, Slide 28.
68
     See Appendix 5.6, Slide 14.
Defining Noncommercial                                                                         48




Figure 6: Profile of U.S. Content Creators and Users [Appendix 5.6, Slide 29]




           Phase 3 (users) respondents were asked if they would use any of a number of
           terms that had emerged during qualitative research to help describe their
           involvement with the content they use and/or create. From the list of terms
           presented, approximately one-third of respondents selected “sampler,” and 22%
           selected “contributor.” The terms ”intermediary,” “remixer,” “mediator,”
           “repurposer” and “curator” were each selected by 5-10% of respondents.69 This
           finding further supports the view, expressed strongly during qualitative research,
           that for many, there is not a strict dichotomy between creators and users.

           Overall, the survey data reveal very little difference between the perspectives
           users generally bring to the question of the distinction between commercial and
           noncommercial use, and the way that user-creators see the question. There are
           virtually no statistically significant responses between those who identify
           exclusively or primarily as users, and users who also identify as creators.


           Attribution

           Because the importance of giving attribution or credit for use of content was
           raised repeatedly in Phase 3 (users) focus groups, some questions on this
           subject were presented in the Phase 3 (users) survey. The findings suggest
           users are very supportive of giving attribution to the creators of the works they


69
     See Appendix 5.6, Slide 27.
Defining Noncommercial                                                                               49



           use.70 Over one-third (39%) say they "always" give attribution, even when not
           required or requested, and more than a quarter (26%) say they “usually” do. Only
           15% say they “rarely” or “never” give attribution. Furthermore, 61% say attribution
           should “always” be given even if not requested or required, with another 30%
           saying it should be given when requested or required. Thus, fully 91% of users
           support attribution for creators. By contrast, a only 3% say attribution should
           never be required and only 6% say they “don’t know.”




What Is Noncommercial Use? Unaided Understandings and Beliefs71
           Survey responses reveal that creators and users take a similar approach when
           asked to define the difference between commercial use and noncommercial use.
           As discussed below, both groups believe that they can define the difference on
           the basis of their existing knowledge, both groups believe that others understand
           the difference the same way they do, and both groups are similarly divided as to
           awareness of any law that may define the difference.


           Commercial v. Noncommercial

           In the quantitative surveys for both Phase 2 (creators) and Phase 3 (users), the
           first mention of “noncommercial use” appears in an open-ended question asking
           respondents how they would define the difference between a commercial use
           and a noncommercial use of a work, in their own words and without consulting
           other sources.72 Creators and users provided an answer in the same ratio –
           approximately 7 in 10 from each group.




70
     See Appendix 5.6, Slide 30.
71
 The set of graphs representing the data drawn from the survey questions designed to elicit respondents’
unaided understandings of the difference between commercial and noncommercial use may be found at
Appendix 5.6, Slides 31, 32, 33, 34, 35.
72
     See Appendix 5.4, Creators Questionnaire, Q12, and Appendix 5.5, Users Questionnaire, Q15.
Defining Noncommercial                                                                                  50




Figure 7: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide 36]




           Responses to this open-ended request for a definition of the difference between
           commercial and noncommercial use were coded in order to quantify them.73 A
           large majority of both creators and users define a commercial use as one in
           which money is made (73% of creators, 76% of users).74 Both also mention uses
           in connection with advertising and uses in which the work would be distributed
           publicly or widely. Neither group expresses a majority consensus on an
           understanding of noncommercial use.75 However, the most common mention of a
           noncommercial use by both creators and users is some use by an individual
           (19% of creators, 33% of users), including personal and private uses.76 Those
73
  Coding of the answers to the open-ended question was necessarily a subjective process. Although care
was exercised, these results cannot be considered scientific, and they are not represented as an attempt
to be exhaustive. The first step in the process of coding was to create a list of key words and themes. The
list included words and themes related to the anchor points tested in quantitative research, as well as
words and themes that seemed to recur with some frequency upon an initial review of the answers. The
answers were then searched for word matches and reviewed for expression of themes, and the results
tabulated.
74
     See Appendix 5.6, Slide 37.
75
  In their answers, both creators and users focus on commercial rather than noncommercial use. While it
is not known with certainty, some respondents may have thought that having given some definition of a
commercial use the inverse of that definition would be understood as noncommercial. For example, if a
respondent defined a commercial use as one that makes the user money, it may have been thought
implicit that a noncommercial use is one that does not make the user money.
76
  See Appendix 5.6, Slide 38. Coding of the answers to open-ended questions was, again, necessarily a
subjective process. In this instance, coding combined instances where respondent actually used word
“individual,” and others where the wording was more in opposition to “wide distribution,” i.e. “limited
Defining Noncommercial                                                                                      51



           who provided an answer were then asked whether they think other people
           understand the difference between commercial use and noncommercial use in
           the same way they do. More than 7 in 10 creators and users said “yes.”77




Figure 8: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide 39]




           Awareness of Law

           Creators and users who provided an answer in response to the request for a
           definition of the difference between commercial and noncommercial use are
           similarly divided on their awareness of any law that defines such a difference.
           Roughly one-third of each group said “yes,” another third said “no,” and a final
           one-third replied “not sure.”78 When asked to describe it in their own words, of
           creators who believe relevant law exists, “copyright law” was mentioned most
           often, far fewer mentioned fair use, and fewer still referred to other law such as
           the “Uniform Commercial Code.” Users replied similarly.79



distribution,” in which case it was given that code. The two-part working of the question made coding of
responses to this particular question challenging.
77
 See Appendix 5.6, Slide 39. By contrast, most focus groups participants came to the groups already
aware of some debate or uncertainty about the definition of noncommercial use. It is believed that
everyone left with that awareness.
78
     See Appendix 5.6, Slides 40 and 41.
79
     Id. Fewer than 1 in 10 creators or users have any formal legal training. See Appendix 5.6, Slide 42.
Defining Noncommercial                                                                            52




Figure 9: Unaided Definitions and Reactions to the CC NC Term [Appendix 5.6, Slide 43]




Gatekeeping Factors
        Following the series of questions designed to elicit unaided definitions of
        noncommercial use, creators and users were presented with a set of statements
        describing certain distinct use scenarios, some of which were deliberately more
        generic than others.80 These statements were randomly generated from the list of
        16 scenarios below, which analysis of qualitative research suggested might
        involve possible “gatekeeping factors,” that is, factors that some creators and
        users might consider definitive for their determination of whether a use is
        commercial or noncommercial. Only eight statements were provided to each
        respondent in hope of partially mitigating survey fatigue.




80
 See Appendix 5.4, Creators Questionnaire, Q16, and Appendix 5.5, Users Questionnaire, Q19. The
scenarios were worded slightly differently for creators and users, and have been combined and
condensed here.
Defining Noncommercial                                                                                  53



 Possible Gatekeeping Factors
 Money would be made directly from sale of a copy of the work

 Money would be made from use of the work in some way

 Money would be made from use of the work, but only enough to cover costs of copying and
 distributing the work

 No money would be made from use of the work

 The work would be used online and advertising would appear around or in connection with it – and
 money would be made from the ads

 The work would be used online and advertising would appear around or in connection with it – and
 enough money would be made from the ads to cover the cost of website hosting

 The work would be used on a splog or “zombie website” that exists only to artificially generate traffic
 and revenues from pay-per-click advertising

 The work would be used by an individual

 The work would be used by a not-for-profit organization81

 The work would be used by a for-profit company

 The work would be used by the government or a state-run entity

 The work would be used by a for-profit company, but no money would be made from use of your
 work

 The work would be used for a charitable purpose, or to promote a public or social good

 The work would be used for a purpose you find objectionable

 Only a small part of the work would be used

 The entire work or “the heart” of the work would be used
Table 4: Gatekeeping Factors.



        Respondents were not presented with the notion of “gatekeeping” per se, but
        were asked to consider the statements and indicate whether they thought the
        proposed use would be “definitely a commercial use,” “definitely a
        noncommercial use,” whether “it would depend,” or if they “don’t know.”

        Findings from the gatekeeping exercise reveal that creators and users share
        some strong opinions, as well as some uncertainties. The findings also
        demonstrate that there are significant differences of opinion both within the
        groups and between the groups.

81
 The questions included this explanation: “By ‘not-for-profit organization’, we mean any organization that
exists primarily for some reason other than to make a profit. A religious organization, school or hospital
might be an example of a not-for-profit organization.”
Defining Noncommercial                                                                                       54




Figure 10: Ratings of Commercial Use by Creators and Users (Gatekeeping Exercise) [Appendix 5.6, Slide 44]




        Over 3 in 4 of both creators and users consider uses in connection with online
        advertising, and uses from which money is made (either directly from a sale or
        copy of the work or some other way), to be “definitely” commercial. More than 6
        in 10 of both creators and users also consider uses in connection with online
        advertising to be “definitely” commercial even if money made from the ads only
        covers the cost of website hosting. Creators and users also share a similar view
        of uses by a for-profit company and use of works on splogs or “zombie” websites,
        with approximately 6 in 10 users and creators considering these uses “definitely
        commercial.” A similar majority of creators and users (6 in 10) share the view that
        uses where no money is made to be “definitely noncommercial.”

        Users and creators show differences of opinion, however, around uses for cost
        recovery, uses that are objectionable, uses for charitable purposes, and uses by
        the government, by not-for-profit organizations, or by individuals. For all but one
        of these “gatekeeping” factors, users are more inclined to consider these uses
        “definitely” commercial, while creators express uncertainty or consider them
        “definitely” noncommercial. One exception relates to uses by an individual. Here,
        a majority of users (6 in 10) rate uses by an individual “definitely noncommercial”
Defining Noncommercial                                                                     55



         while a similar percentage of creators express uncertainty, indicating they “can’t
         say.”

         Overall, users and creators share similar views for over half of the 16
         gatekeeping factors measured. There is generally a greater level of consensus
         among creators and users around uses considered “definitely” commercial. The
         greater the uncertainty around a factor, the more likely differences of opinion
         among creators and users are seen.


Anchor Point Exercise and Reactions to Specific Use Scenarios
         Following the gatekeeping exercise, respondents were presented with an
         allocation exercise designed to measure reaction to five basic use scenarios or
         “anchor points” that qualitative research suggested would be useful starting
         points for evaluation.

         Respondents were told to assume this was all the information available for each
         proposed use, and were alerted they would be presented with more specific use
         scenarios to evaluate in subsequent questions. Each respondent was asked to
         rate each of the five anchor points on a scale of 1 to 100, where 1 means
         “definitely a noncommercial use” and 100 means “definitely a commercial use.”
         While any number between 1 and 100 represents some hesitancy to rate a
         particular anchor point as “definitely” a noncommercial or commercial use, very
         low and very high scores represent a strong opinion by the respondent.




Figure 11: Initial Anchor Point Ratings by Creators and Users [Appendix 5.6, Slide 45]
Defining Noncommercial                                                                  56




       The dots represent users’ mean score estimates for the initial five anchor points.
       Confidence intervals (CI) for each mean rating were also analyzed to show the
       reliability of the mean estimates. All other things being equal, a result with a
       smaller CI is more reliable (representing more consensus of the mean estimate)
       than a result with a larger CI. The CI for each mean estimate is presented in the
       graph as the horizontal line bisecting the mean for every scenario.

       Both creators and users gave very high mean scores to Anchor Point M (91.7
       and 89.4, respectively) and Anchor Point A (82.6 and 84.6), indicating that they
       evaluate as strongly commercial those uses where the user “makes money” or
       the use is “in connection with online advertising,” respectively. Both creators and
       users rate uses “for a charitable purpose to promote a social or public good”
       (Anchor Point C) and “by an individual” (Anchor Point I) more noncommercial, as
       well as rate uses by or on behalf of an organization (Anchor Point O) in the
       midpoint. The only score under 25 was given by users to Anchor Point I (23.8
       mean), indicating users evaluate “use by an individual” as more noncommercial.

       Findings from the anchor point exercise reinforce findings from the previous
       gatekeeping exercise. Specifically, both exercises show that uses that involve
       making money and uses in connection with advertising are considered “definitely”
       commercial by a high majority of both creators and users, whereas uses by
       individuals, organizations and for charitable purposes are less commercial, but
       not decidedly “noncommercial.” Also evident in the anchor point exercise is the
       pattern seen in the gatekeeping exercise where there is greater agreement
       between creators and users around uses that are more commercial, less
       agreement around uses that are less commercial.

       After rating the five anchor points, each respondent was presented with two
       randomized sets of more specific use scenarios, each set containing a number of
       variations on one anchor point. Specifically, respondents were told, “Below is
       another group of statements, each of which includes some additional information
       describing the proposed use of the work.” Respondents were also shown their
       rating of the initial anchor point, and then asked to rate each scenario, again
       using a scale of 1 to 100, where 1 means “definitely a noncommercial use” and
       100 means “definitely a commercial use.” Half the respondents were presented
       with the scenarios for Anchor Point M (use makes money), and the other half
       were served the scenarios for Anchor Point A (use with advertising). The
       scenarios for Anchor Point O (use by organization), Anchor Point I (use by
       individual) and Anchor Point C (use for charitable purpose) were distributed
       randomly.
Defining Noncommercial                                                                                          57



        The goal of this exercise was to collect data that would allow visibility into how
        respondents changed their initial anchor point ratings as they encountered more
        specific or nuanced use scenarios, some of them designed to overlap with other
        anchor points. Breaks, if any, with the initial anchor rating and patterns across
        the anchor points were sought.

        Results for Anchor Point I (use by an individual) are reported first, and described
        in some detail by way of explanation of how to read the data graphs prepared for
        all the anchor point exercises. Highlights of those results are summarized in turn
        below.


        Use by an Individual

        The figure below graphs the eight scenarios related to uses by individuals.




Figure 12: Ratings of Commercial Use by Creators and Users: Scenarios Related to Uses by Individual [Appendix
5.6, Slide 46]




        This graph shows that users rate uses by individuals that are private at
        home/with friends most noncommercial of all the specific uses studied.
        Compared to the initial anchor point rating, the mean score for this use is lower.
        Also rated quite low, and very near the initial rating, is use by an amateur who
        does not make a living from such uses. Looking at the rest of the data graphed
        on this figure and the next figure below, however, when respondents receive
Defining Noncommercial                                                                                         58



           more information about other specific uses, the fact that the user is an individual
           becomes less determinative of the rating for that specific use – all the other
           scores are at least slightly higher and some are dramatically higher, meaning that
           all other specific uses sampled are rated more commercial than the simple
           unqualified “use by an individual” with which the exercise began.82

           For example, if the individual in question is a competitor, or a professional using
           the work in her/his professional context, users rate the use as strongly
           commercial. However, if users know the professional makes no money from the
           use, then the rating is significantly lower, though still more commercial than
           noncommercial. Ratings also shift when money is not at issue, or at least not
           obviously or certainly at issue: users rate a use slightly more commercial if an
           individual shares a work on a website with restricted access, rather than on a
           website that anyone can access, and sharing on a website with anyone the user
           specifically allows is rated least commercial of all three uses. Although the
           assumptions respondents made about these three types of access are unknown,
           respondents respond differently to different fact patterns of use.

           Users with different profiles also respond somewhat differently. For example,
           users who earn money from use of others’ works rate both personal or private
           uses by individuals and uses by amateurs as considerably more commercial (that
           is, less noncommercial) than do users who do not earn money. Users who earn
           money also rate uses by professionals less commercial.

           Creators agree that personal or private uses are the least commercial of all
           scenarios measured. Creators also agree that use by an amateur rates more
           noncommercial.

           Like users who make money from their use of works, creators who make money
           from their works rate personal or private uses by individuals considerably more
           commercial than do other creators.83 However, also like users who make money
           from their use of works, creators who make money from their works generally
           rate uses by professionals as less commercial than do creators who make less
           money or no money from their works.84




82
  Data for the other anchor point exercises in the study also show variations from the initial ratings: user
ratings for Anchor Point I (use by individual) include the most range of variation, for users. Creators’
ratings for Anchor Point I show more variation on either side of their initial mean rating.
83
     See Appendix 5.6, Slide 47.
84
     See Appendix 5.6, Slide 48.
Defining Noncommercial                                                                                      59



           Creators who make money also rate uses in which their work is shared online
           more commercial than creators who make no money from their works.85 In this
           regard, users who make money show no strong difference from other users.86

           Many more points could be drawn out of the graphs that accompany this Report,
           and the data itself could be worked and mined for still more. However, this
           Report focuses only on the highlights that, with respect to “use by an individual,”
           are clear: although the ratings are not identical, creators and users are in general
           agreement about the specific uses studied. The one major exception is personal
           or private use: while both groups rate it noncommercial, users do more strongly.


           Making Money

           The figure below provides a visual summary of the anchor point exercise
           measuring responses to uses that make money.87




Figure 13: Ratings of Commercial Use by Creators and Users: Scenarios Related to Uses Involving Money [Appendix
5.6, Slide 51]




85
     See Appendix 5.6, Slide 47.
86
     See Appendix 5.6, Slide 49 and Slide 50.
87
     See Appendix 5.4, Creators Questionnaire, Q18A, and Appendix 5.5, Users Questionnaire, Q21A.
Defining Noncommercial                                                                              60



           Compared to the initial anchor point rating, respondents’ scores for specific uses
           remain essentially unchanged: all scenarios are still rated “definitely commercial”
           by the vast majority of creators and users. However, both groups rate uses less
           commercial if the recipient of the money is a not-for-profit organization.

           The scenario rated most commercial by all respondents is one in which the user
           makes money from selling a copy of the work. Further, the scenario is rated
           almost identically if the user only intends to make money from the sale. Both
           creators and users also see very little difference between use of an entire work or
           only a small part of a work in a profit-making venture.

           On the question of making money for cost recovery, creators think covering
           distribution costs only is slightly more commercial than covering operating costs,
           or raising money for an endowment fund. Users tend to agree, but overall see
           these uses as rather more commercial than creators. Note, however, that no
           mention of advertising revenues was included in these scenarios (as discussed
           below, even where uses in connection with advertising are for cost recovery they
           are generally rated commercial).

           Generally, uses that make money also are rated as less commercial both by
           creators who make money from their works, compared to those who do not, and
           users who make money from their use of works, compared to those who do not.88
           This may parallel the finding noted above, that both creators and users who
           make money rate uses by professionals less commercial than creators and users
           who do not make money. Interestingly, creators and users rate also rate uses
           that promote the user or user’s work as highly commercial.


           Online Advertising

           The figure below shows that creators and users generally share the same
           opinion of uses in connection with online advertising.89




88
     See Appendix 5.6, Slide 52 and Slide 53.
89
     See Appendix 5.4, Creators Questionnaire, Q18B, and Appendix 5.5, Users Questionnaire, Q21B.
Defining Noncommercial                                                                                       61




Figure 14: Ratings of Commercial Use by Creators and Users: Scenarios Related to Uses Involving Advertisements
[Appendix 5.6, Slide 54]




        As with Anchor Point M, compared to the initial anchor point rating, respondents’
        scores for specific uses in connection with online advertising remain essentially
        unchanged: all scenarios are still rated “definitely commercial” by the vast
        majority of creators and users, although users tend to view more uses as more
        commercial than creators. Both groups rate use in connection with advertising
        less commercial if the money generated goes to a not-for-profit organization –
        though creators view this as much less commercial than users do.

        Creators and users rate use in connection with advertising on a splog or on a
        blog or web page where the user profits from the advertising virtually the same,
        and as only slightly less commercial than the highest rated use, use as
        advertising for another product (88.5 for creators, 87.1 for users). However, when
        it is specified that the user would only make enough money from the advertising
        to cover the costs of hosting the website, users rate the use as less commercial
        (80.2), and creators rate it even lower (74.0) – but over half still rate the use
        “definitely” commercial. Uses where the user does not make money from the
        advertising are rated least commercial of all (57.2 and 64.2, for creators and
        users, respectively).

        Creators see use by posting on an aggregator website supported by advertising
        as slightly less commercial than users do (75.9 for creators, 78.5 for users), but
        again, over half of all respondents still rate this use as “definitely” commercial.
Defining Noncommercial                                                                                       62




           Creators and users each rate use of advertising revenue by a not-for-profit
           organization to cover website hosting costs and operating costs almost the same,
           though as stated above, creators find uses to support not-for-profits rather less
           commercial than users do. Both groups also evaluate advertising by a for-profit
           that then donates the money to a not-for-profit as being more commercial than
           use by the not-for-profit on its own behalf.

           Continuing a pattern noted above with respect to uses that make money (Anchor
           Point M), uses involving advertising are generally rated less commercial by
           creators who make money from their works and users who make money from
           their use of works.90


           Use by an Organization

           As illustrated by the graph below, creators and users are in general agreement
           about uses by an organization.91




Figure 15: Ratings of Commercial Use by Creators and Users: Scenarios Related to Uses by Organization [Appendix
5.6, Slide 59]




90
 See Appendix 5.6, Slides 55 and 56, and Slides 57 and 58. Creators who make more money are even
more inclined to rate these studied uses less commercial.
91
     See Appendix 5.4, Creators Questionnaire, Q18D, and Appendix 5.5, Users Questionnaire, Q21D.
Defining Noncommercial                                                                         63



           Compared to the initial anchor point ratings, both creators and users rate the
           specific uses studied more commercial if they are by for-profit organizations, with
           high consensus. By contrast, if the use is by a not-for-profit, ratings are generally
           the same, but consensus is lower. Notably, while many more respondents rate all
           the studied uses by for-profits “definitely” commercial, some respondents rate
           many uses by not-for-profits “definitely” commercial, as well: there is no “pass”
           for not-for-profit organizations. This is confirmed by the findings of the Anchor
           Point C exercise, discussed below, which show that even a use for an express
           charitable purpose by a not-for-profit organization is rated “definitely”
           noncommercial by only 13% of creators and 23% of users.

           Creators view uses by specified not-for-profits as less commercial than users do
           (ratings in the mid/high 50s and mid/high 60s, respectively). However, whether
           the work is used to raise money for a not-for-profit’s operating expenses or its
           endowment is of little consequence to either group.

           The only ratings for use by an organization that are seen as more noncommercial
           than commercial are specific to a use that suggests no money is exchanged: if a
           school that does not charge tuition uses a work in its course materials then both
           creators and users rate the use noncommercial, especially creators, although
           consensus for both groups is low. By contrast, if a school charges tuition then
           both groups increase their ratings, and creators do so significantly (from 33.5 to
           56.3, as compared to a rise from 44.0 to 57.4 for users).

           Note that the profit status of the school was not specified in these two uses.
           However, when the school charges tuition creators rate the use almost exactly
           the same as the specified not-for-profit uses (approximately 57); users rate the
           use lower than for specified not-for-profits (67/57). As previously noted, the
           gatekeeping factor exercise that appeared just before this one in the survey
           defined a “not-for-profit organization” as “any organization that exists primarily to
           make a profit,” and included a school as a possible example.92 It is likely that
           respondents here assumed “school” to be a not-for-profit. As the next exercise
           shows, use by for-profit and not-for-profit schools is rated differently in at least
           one other context.

           In this exercise both creators and users regard use by the government or a state-
           run entity as commercial (ratings of 64.4 and 74.3, respectively), with only a few
           respondents in each group rating such use as “definitely” noncommercial (4% of
           creators, 9% of users). However, when this same scenario was presented to
           respondents rating uses for a charitable purpose or to promote a social or public
           good (discussed below), ratings by creators were somewhat lower (57.8), and
           ratings by users were lower still (61.6).

92
     See Appendix 5.6, Slide 60.
Defining Noncommercial                                                                                       64




        Use for a Charitable Purpose or Social Good

        Of all the anchor points, respondents demonstrate lowest consensus on the
        question of uses for a charitable purpose as is illustrated by the graph below.




Figure 16: Ratings of Commercial Use by Creators and Users: Scenarios Related to Uses with Charitable Purposes
[Appendix 5.6, Slide 61]




        Respondents who were asked to rate specific uses for a charitable purpose or to
        promote a social or public good generally rate uses by a not-for-profit
        organization the same as their initial anchor point ratings. An exception, however,
        is use by a not-for-profit for a purpose that the creator of the work finds
        objectionable: both creators and users rate these uses as more commercial than
        their initial anchor point ratings (43.7/34.1 creators, 59.6/45.0 for users) – highest
        of all uses studied for not-for-profits. Further, both groups rate uses by a for-profit
        company for a purpose the creator of the work finds objectionable the most
        commercial of all scenarios (70.2 for creators, 73.9 for users). These findings
        suggest that the question of “commerciality” may be complicated by other
        considerations, but they appear to be considerations shared by creators and
        users alike.

        Scores greatly increase from the initial anchor point ratings, and more
        respondents rate specific scenarios “definitely” commercial if the use is by a for-
Defining Noncommercial                                                                                        65



        profit company. This is true even in the case of use by schools, clearly positioned
        for this exercise as use to promote a social good. Both creators and users rate
        use for a fundraiser by a public not-for-profit school almost the same as the initial
        anchor point rating, while both rate use for a fundraiser by a private for-profit
        school much higher (59.4 for creators, 66.6 for users).

        However, some uses by for-profits are rated as “definitely” noncommercial by 12-
        20% of users and a smaller number of creators (4-8%). This finding, combined
        with the finding already noted above that even use for an express charitable
        purpose by a not-for-profit organization is rated “definitely” noncommercial by
        only 13% of creators and 23% of users, reveals that this category of use is the
        most difficult of those studied for both creators and users to sort out.


Summary of Anchor Point Exercise
        The graph below plots the results for all specific use scenarios tested in the
        anchor point exercise.




Figure 17: Ratings of Commercial Use by Creators and Users (Anchor Point Exercise) [Appendix 5.6, Slide 62]




        As the graph illustrates, almost all of the uses that involve money, online
        advertising, and organizations are considered more commercial, while uses by
        individuals and those for charitable purposes fall in between, with approximately
        half rated more commercial and half rated more noncommercial. Creators and
        users evaluate many of the scenarios studied similarly, not only in terms of the
Defining Noncommercial                                                                            66



           “commerciality” of the use (how far to the left or right the icon appears) but also in
           terms of the strength of consensus on the rating (the width of the horizontal lines
           bisecting each mean). Users generally consider more of the uses studied slightly
           more commercial than creators, with the exception of uses by individuals. In
           these cases, creators tend to rate the uses more commercial and users less
           commercial.


Changes to Unaided Understandings
           Immediately following the anchor point exercise, respondents were asked:

                   “Having completed this exercise, would you change your definitions of
                   commercial use and/or noncommercial use?”93

           After having rated two different sets of specific use scenarios, most creators
           (73%) and users (75%) responded “no,” they would not change their initial,
           unaided definitions of commercial and noncommercial use; 13% of creators and
           11% of users replied “yes”; 14% of creators and 14% of users replied “Don’t
           know/unsure.”94 Both groups answered “yes,” “no,” and “don’t know/not sure” in
           virtually identical ratio, suggesting creators and users feel similarly strongly about
           their initial definitions.

           The responses to this open-ended question were coded using the same key
           used to code the answers to the initial question asking about the difference
           between commercial and noncommercial use. Creators and users who would
           change their definitions are most likely to add mentions of uses by an individual
           or organization as commercial.95 However, creators are also most likely to add
           mentions of uses by an organization as noncommercial (users add a few as
           well).96 Users are most likely to add mentions of uses for a charitable purpose or
           social good as noncommercial, but some also add mentions of these uses as
           commercial.97 Because the findings of the research overall are consistent, it is
           reasonable to believe that respondents’ changes to their initial definitions – which
           on gross may seem to cancel each other out somewhat – are a result of
           respondents having been presented with more complexity or nuance than they
           had in mind when giving their initial unaided definitions. Hence, these changes
           may be more in the nature of refinements than re-definitions.


93
     See Appendix 5.4, Creators Questionnaire, Q19, and Appendix 5.5, Users Questionnaire, Q22.
94
     See Appendix 5.6, Slides 63 and 64.
95
     See Appendix 5.6, Slides 65, 66, and 67.
96
     See Appendix 5.6, Slides 66 and 68.
97
     See Appendix 5.6, Slides 67 and 68.
Defining Noncommercial                                                                                  67



           However, even if some 1 in 10 respondents had completely rewritten their initial
           redefinitions, the most important takeaway from response to these two questions
           is that most respondents, creators and users alike, do not readily change their
           minds about what they believe is the difference between commercial and
           noncommercial use, at least on the basis of their experience working through an
           online survey.


           Reaction to the Creative Commons NC Term

           Of particular interest is respondents’ reaction to the verbatim language of the NC
           term, which was presented without identifying it as such. Following the anchor
           point exercise and the question asking whether respondents would then change
           their previous definitions of the difference between commercial use and
           noncommercial use, all respondents who provided a definition were asked:

                  “What if ‘noncommercial use’ meant any use that is not primarily intended
                  for, or directed toward, commercial advantage or private monetary
                  compensation? Do you think this definition is:

                          1. Essentially the same as your definition of noncommercial use
                          2. Different from but still compatible with your definition of
                          noncommercial use
                          3. Different from and incompatible with your definition of
                          noncommercial use
                          4. Don’t know/Not sure”98

           The majority of respondents (87% of creators, 85% of users) replied that the
           definition was “essentially the same as” (43% of creators, 42% of users), or
           “different from but still compatible with” (44% of creators, 43% of users), their
           definition. Only 7% of creators and 11% of users replied that the term was
           “different from and incompatible with” their definition. 6% or creators and 4% of
           users replied “don’t know/not sure.”99




98
  See Appendix 5.4, Creators Questionnaire, Q21, and Appendix 5.5, Users Questionnaire, Q24. As a
result of a programming error, the base of 801 content users who replied to the question asking for a
definition of commercial/noncommercial use was re-contacted. 66% responded and yielded the sample
n=532.
99
     See Appendix 5.6, Slides 69 and 70.
Defining Noncommercial                                                                            68




Figure 18: Changes in Definitions and Reactions to CC NC Term [Appendix 5.6, Slide 71]




           In response to an open-ended question presented to those users who answered
           that the definition was “incompatible” with theirs, the overwhelming majority takes
           a hard line in defining commercial use as any monetary exchange, and thus
           objects to use of the word “primarily”100 Use of the word “intended” was also
           criticized as “too vague.”101 As noted above, these and other criticisms were also
           raised by respondents in qualitative research.




3.3 Quantitative Research: Creative Commons Friends and Family
           This section summarizes some of the highlights of the findings from the open
           access polls of CCFF, described in Section 2.2 above. Again, the CCFF poll
           data cannot be considered scientific because of the self-selected nature of the
           samples, but they provide interesting counterpoints to the data collected from the
           U.S. online population and suggest several avenues for further research, as
           outlined in Section 4.3 below.

           Unless called out, all comparisons below are made between CCFF creators and
           users, as a group, and U.S. online population creators and users, as a group.

100
  See Appendix 5.6, Slide 70, and Appendix 5.5, Users Questionnaire, Q25. This question was not
asked of creators in Phase 2.
101
      See Appendix 5.6, Slide 70.
Defining Noncommercial                                                                        69



           Much more data are available in the raw data referenced at the end of this
           Report in Section 5.2.


Comparison to U.S. Online Population
           Almost half of the CCFF sample in both polls is from the United States; the next
           most represented countries include Germany, the United Kingdom, Canada,
           Australia and the Netherlands.102

           Compared to the U.S. online population, CCFF are much more likely to be
           familiar with copyright licensing and public copyright licenses, in particular. 74%
           of CCFF creators have licensed the works that they share online, compared to
           only 17% of U.S. creators.103 Of those who have licensed their works, 8 in 10
           CCFF have used a free public license available online, compared to only 4 in 10
           U.S. creators.104 CCFF users are also more likely than U.S. users to be aware of
           how the copyrighted works they use are licensed (9 in 10, compared to 7 in
           10).105

           CCFF creators are far more likely than U.S. creators to allow greater access to
           the works they share online (86% CCFF “always” or “usually” share with anyone,
           as opposed to 39% of U.S. creators).106 Interestingly – though without assuming
           a causal relationship with their sharing habits – virtually all CCFF creators are at
           least somewhat familiar with the principles of the open source software
           movement, with 80% saying they embrace them.107

           Virtually all CCFF provided a definition of the difference between commercial use
           and noncommercial use, as opposed to about 7 in 10 of the U.S. online general
           population.108 While both groups define “commercial use” primarily as a use that
           makes money, CCFF have a somewhat different understanding of when some
           money may be made, in some cases.109

           When presented with the gatekeeping factors, CCFF consider uses in connection
           with online advertising and uses involving cost recovery less commercial than the
102
      See Appendix 5.6, Slides 72 and 73.
103
 See Appendix 5.6, Slide 74. More CCFF creators identified themselves as professionals. See
Appendix 5.6, Slide 75.
104
      See Appendix 5.6, Slide 74.
105
      See Appendix 5.6, Slides 19 and 77.
106
      See Appendix 5.6, Slides 11 and 78.
107
      See Appendix 5.6, Slide 79.
108
      See Appendix 5.6, Slides 80 and 81.
109
      See Appendix 5.6, Slides 82 and 83.
Defining Noncommercial                                                                          70



            U.S. online population.110 In particular, CCFF are much less likely to think use in
            connection with online advertising from which the user makes money is
            “definitely” commercial, compared to the U.S. online population.111 Only 3 in 10
            CCFF think it is “definitely” commercial if a work is used on a website that is
            supported by advertising, compared to 6 in 10 of the U.S online population.112 By
            contrast, CCFF are much more likely to consider use in connection with splog
            advertising “definitely” commercial (85%, compared to 61%).113

            With respect to cost recovery generally, only 30% of CCFF creators and 36% of
            CCFF users say that making money by unspecified means from use of a work to
            cover cost distribution costs is “definitely” commercial, compared to 47% of U.S.
            online creators and 60% of U.S. users.114

            The results of the anchor point exercise confirm these differences, and reveal a
            few more. Ratings of CCFF and the U.S. online population are similar for all
            scenarios in which the user would make money, except that CCFF tend to rate
            uses less commercial where money is made for cost recovery or to support a
            not-for-profit organization.115 CCFF also rate uses involving online advertising
            less commercial, particularly if the money made goes to cost recovery or the
            support of a not-for-profit organization.116

            Uses by organizations also are rated less commercial by CCFF if the money is
            used to support a school or not-for-profit organization.117 CCFF tend to rate use
            by a government or state-run entity less commercial, as well.118

            Overall, CCFF also rate all uses studied by individuals less commercial, unless
            the user is a professional who makes money from the use.119 Like the U.S. online
            population, CCFF rate personal and private use the least commercial of all
            scenarios studied, and CCFF ratings are even lower than U.S. ratings, for both
            creators and users. Further, unlike the U.S. online population, CCFF creators
            and users are equally certain that personal or private use is “definitely”

110
      See Appendix 5.6, Slides 84 and 85.
111
      Id.
112
      Id.
113
      Id.
114
      Id.
115
      See Appendix 5.6, Slides 86 and 87.
116
      See Appendix 5.6, Slides 88 and 89.
117
      See Appendix 5.6, Slides 90 and 91.
118
      Id.
119
      See Appendix 5.6, Slides 92 and 93.
Defining Noncommercial                                                                                 71



            noncommercial – both rate this use an average of 8 on the 100-point scale
            (where 1 is “definitely” noncommercial, 100 is “definitely” commercial), compared
            to averages of 24 for U.S. creators, and 16 for U.S. users.120


Perception of Creative Commons and Reaction to the NC Term
            The additional data provided by CCFF in response to a number of questions
            specific to Creative Commons and its NC licenses show that the Creative
            Commons BY-NC-SA license is the most popular of all the CC licenses, among
            both CCFF creators and CCFF users. Almost half of CCFF creators have
            licensed a work under BY-NC-SA, while 6 in 10 CCFF users have used a work
            licensed BY-NC-SA.121

            CCFF creators say they choose to license their work for noncommercial use
            primarily because the NC term allows them to control the right to make money
            from the work (70%), and they do not want anyone else to make money or get a
            commercial advantage from the work (61%).122 Both CCFF creators and CCFF
            users say they trust that Creative Commons licenses are legally enforceable
            (63% of creators, 85% of users).123

            When they use others’ works, 77% of CCFF believe it is safer to use a Creative
            Commons NC-licensed work than an unlicensed one.124 90% of CCFF users also
            say they like to use CC-licensed works, because they license their own works
            under CC licenses.125

            24% of CCFF creators and 27% of CCFF users say they have no dissatisfaction
            with or concerns about the NC licenses.126 However, half of all CCFF users are
            not sure that licensors understand the NC term the way they do, and over one-
            fourth of creators and over one-third of users think the term is not defined in
            enough detail and/or not defined clearly.127 4 in 10 CCFF creators are concerned
            that licensees do not respect the NC term.128

120
  Id. Ratings are 8.2 and 7.8 for CCFF creators and users, respectively – 24.3 for U.S. creators, and 16
for U.S. users.
121
      See Appendix 5.6, Slides 94 and 95.
122
      See Appendix 5.6, Slide 96.
123
      See Appendix 5.6, Slides 96 and 97.
124
      See Appendix 5.6, Slide 97.
125
      Id.
126
      See Appendix 5.6, Slides 98 and 99.
127
      Id.
128
      See Appendix 5.6, Slide 98.
Defining Noncommercial                                                                       72



           Half of CCFF creators have been contacted by someone who wanted to know if a
           certain use of one of their NC-licensed works would be acceptable to them.129 1
           in 4 CCFF who have used a Creative Commons NC licensed work have
           contacted the licensor to find out whether a certain use of the work would be
           acceptable.130

           CCFF creators are divided on whether they would support an effort to potentially
           refine or redefine the Creative Commons NC term: 38% say they would support
           an effort to consider a change; 36% say they would not support such an effort or
           that such an effort is not necessary or desirable; and 25% are not sure.131 CCFF
           users are also divided: 47% say they would support an effort to consider a
           potential change; 35% say such an effort is not necessary or not desirable; and
           18% are not sure.132

           Only 13% of the CCFF creators and 20% of the CCFF users sample describe
           themselves as active members of the CC community; about one-third of each
           sample say they participate occasionally but do not consider themselves part of
           the community.133 CCFF who say they are involved with the CC community
           include newcomers as well as many people who have participated since the
           organization was founded.134




3.4 Summary of Principal Findings

Empirical Study
           Qualitative research suggests that creators and users take a similar approach
           when addressing the issues that surround the definition of noncommercial use.

           Overall, quantitative research supports qualitative findings – online U.S. creators
           and users are more alike than different in their understanding of noncommercial
           use. Both creators and users consider uses that involve money or online
           advertising to be commercial in nature, and both groups are ambivalent, though
           largely deeming less commercial uses by organizations, by individuals, and for
           charitable purposes. Some differences are statistically significant between users
           and creators, primarily for uses that are harder to classify as either commercial or
129
      See Appendix 5.6, Slide 100.
130
      See Appendix 5.6, Slide 101.
131
      See Appendix 5.6, Slide 102.
132
      See Appendix 5.6, Slide 103.
133
      See Appendix 5.6, Slides 104 and 105.
134
      See Appendix 5.6, Slides 106 and 107.
Defining Noncommercial                                                                   73



       noncommercial. By contrast, uses that are decidedly commercial, such as uses
       that earn money or uses by for-profit companies, show no significant difference
       between creators and users. When statistically significant differences between
       use scenarios appear users almost always rate those uses more commercial
       than creators. The one exception is uses by individuals that are personal or
       private in nature. Here it is creators, not users, who consider the use more
       commercial, the opposite of the general pattern.

       Few statistically significant differences exist among subgroups of creators within
       that sample of respondents, and virtually no statistically significant differences
       are found among subgroups of users, including users who also identify as
       creators. The most notable differences among subgroups are between creators
       who make money from their works and those who do not, and between users
       who make money from their uses of others’ works and those who do not. In both
       cases, those who make money generally rate uses less commercial than those
       who do not make money. The one exception to this pattern is with respect to
       personal or private uses by individuals: here, users who make money consider
       these uses more commercial than those who do not make money.

       On an unaided basis, when asked to define the difference between commercial
       use and noncommercial use, both creators and users focus on the former. A
       commercial use is defined by 7 in 10 of all respondents as a use that makes
       money. On the same unaided basis, there is no majority consensus on the
       definition of noncommercial use in either group, although both creators and users
       include some use by an individual as the most common mention in their
       definitions (19% of creators, 33% of users).

       The gatekeeping and anchor point exercises validate respondents’ unaided
       definitions while also providing some important qualifications and detail.
       Specifically, creators and users generally consider uses that earn users money
       or involve online advertising to be commercial in nature, while uses by
       organizations, by individuals, or for charitable purposes are less commercial (but
       not decidedly noncommercial) and harder to classify overall. Qualifiers, such as
       whether the user is by a not-for-profit organization or for cost-recovery purposes,
       bear an impact on how they are classified – in this case, typically making the use
       less commercial. But perceptions of the many use cases measured in this study
       suggests there is more uncertainty than clarity around whether uses of online
       content are commercial or noncommercial in nature.

       Following these exercises, 7 in 10 of all respondents chose not to change their
       definitions of commercial and noncommercial use, a noteworthy fact given how
       much these exercises had the potential of prompting a shift in views. Moreover,
       when presented with the language of the Creative Commons NC term, the vast
Defining Noncommercial                                                                     74



       majority believe it is “essentially the same as” or “compatible with” their definition
       of noncommercial use. The Creative Commons NC prohibition on use of a work
       “in any manner that is not primarily intended for or directed towards commercial
       advantage or private monetary compensation” appears to resonate with a large
       majority of creators and users because, based on open-ended responses along
       with gatekeeping and anchor point exercises, most believe that no money can be
       made if a use is to be considered noncommercial. Reluctance to change their
       definitions and the appeal of the NC term may reflect a desire among creators
       and users to simplify and anchor the definition around an understanding that “no
       money” may be made.

       Based on findings from the gatekeeping exercise (designed to establish whether
       respondents would identify certain possible uses as “definitely” commercial or
       “definitely” noncommercial), users and creators show strong agreement on most
       issues.

       More than a three-quarter majority of both groups agrees that it is “definitely” a
       commercial use if money is made from the use of a work in some way, including
       directly from the sale of a copy of a work, or from online advertising around or in
       connection with the work, where the user makes money from the ads. Further, 6
       in 10 of all respondents evaluate uses in connection with online advertising as
       “definitely” commercial, even if only enough money would be made to cover the
       cost of website hosting. More than 6 in 10 creators and users also consider use
       by a not-for-profit organization “definitely” commercial.

       Approximately 6 in 10 of all respondents also agree that a use is “definitely”
       noncommercial when no money is made. The most significant difference
       between the groups is that while more than 6 in 10 users consider use by an
       individual to be “definitely” noncommercial, 5 in 10 creators think “it would
       depend” or “can’t say.” Creators and users also differ on the general question of
       cost recovery (not via means of online advertising), with more creators than
       users inclined to consider cost recovery by unspecified means a noncommercial
       use.

       These findings are confirmed and refined in the anchor point exercise, which first
       asked respondents to rate five basic anchor points describing uses in very
       general terms, using a scale of 1 to 100, where 1 means “definitely a commercial
       use” and 100 means “definitely a noncommercial use.” Using the same scale,
       respondents were then asked to rate groups of more specific use scenarios
       based on or related to the anchor points.

       With respect to two of the five basic anchor points, uses where the user makes
       money, and uses in connection with online advertising, the mean scores given by
Defining Noncommercial                                                                    75



       creators and users are high and remarkably close: both groups are in strong
       agreement that these are commercial uses. There is also a fairly high level of
       consensus within and between each group around the specific use cases related
       to these two anchor points. In fact, creators and users rate the studied uses that
       make money and occur in connection with online advertising on almost the same
       “curve” from most to least commercial.

       Ratings for the other three anchor points remain closer to the middle of the scale,
       meaning most users do not find them strongly commercial, or strongly
       noncommercial. Uses that are less commercial, and also harder classify, also
       show less agreement between creators and users. In other words, the more
       commercial a use, the stronger the agreement; the less commercial the work the
       higher the more creators and users differ in views with creators typically rating
       uses even less commercial than users.

       Creators and users are in general agreement that use by an organization tends
       to be commercial, though to a lesser extent than users that involve money or are
       in connection with advertising. When not-for-profit organizations are specified,
       however, both groups tend to consider uses noncommercial. Again, uses
       deemed less commercial also yield a greater difference between users and
       creators with creators typically rating uses even less commercial than users.

       Creators and users also tend to agree that use for a charitable purpose or to
       promote a social or public good is noncommercial, unless the use is by a for-
       profit organization. However, of all the specific use scenarios measured in this
       study, both creators and users demonstrate the least amount of agreement on
       this one. Not even charitable use by a not-for-profit organization is rated
       “definitely” noncommercial by a majority of either group.

       The single largest difference between creators and users is evidenced with
       respect to use by an individual. Both groups rate more such uses as
       noncommercial. However, users are much more likely than creators to rate
       personal or private uses as noncommercial, and there is strong consensus
       among users on this point. Thus this particular use scenario, at least as rated by
       users, stands out from all the others as being the most ‘definitively’
       noncommercial (although it is not unanimously “definitely” noncommercial).
       Creators also agree that personal or private uses are the least commercial of all
       scenarios measured, but it is striking to have this one instance in which users
       believe the use is even less commercial than creators.
Defining Noncommercial                                                                    76



CCFF Survey
       While findings from the open access poll of Creative Commons Friends and
       Family are not scientific, the results of the CCFF surveys provide valuable
       information about the attitudes and behaviors of the group.

       CCFF are better versed with copyright licensing and public copyright licenses
       than the U.S. population; three-fourths have licensed their works online using a
       public license. CCFF allow broader access to the works they share online, as
       well.

       CCFF and the U.S. online population share essentially the same definition, as
       one that makes the user of the work money, though with some differences. In
       particular, when presented with the gatekeeping factors, CCFF consider uses in
       connection with online advertising and uses involving costs recovery less
       commercial than the U.S. online population. Only 30% believe it is “definitely”
       commercial if a work is used on a website that is supported by advertising, half
       as much as the U.S online population.

       Ratings of CCFF and the U.S. online population are similar for all scenarios in
       which the user would make money, except that CCFF tend to rate uses less
       commercial where money is made for cost recovery or to support a not-for-profit
       organization. CCFF also rate other specific uses where money is made as less
       commercial than the U.S. population, including support for not-for-profits,
       schools, and uses by a government or state-run entity.

       Overall, CCFF also rate all uses studied by individuals less commercial unless
       the user is a professional who makes money from the use. CCFF also rate
       personal and private use the least commercial of all scenarios studied, although
       the CCFF ratings are even lower than the U.S. population. Additionally, unlike the
       U.S. online population, CCFF creators and users are equally certain that
       personal or private use is “definitely” noncommercial.
Defining Noncommercial                                                                                   77




4 Next
           This study is the first known empirical investigation of perception of the meaning
           of “noncommercial use.” As such it is best seen as a jumping off point for further
           research rather than the end of the inquiry.

           Previous sections of this Report have focused on the empirical results of this
           study and the methodology used to obtain these results. This section takes a
           different tack and includes in Section 4.1 and Section 4.2 a preliminary analysis
           of what the study results mean for Creative Commons’ noncommercial licenses
           and recommendations on use of those licenses, informed in part by the study
           results. Finally, Section 4.3 provides some suggestions for further areas of
           inquiries and contributions to the discussion of “noncommercial use” by academic
           researchers and community members alike.


4.1 Import for Creative Commons Noncommercial Licenses
           In the next years, possibly as soon as 2010, Creative Commons expects to
           formally launch a multi-year, international process for producing the next
           version135 (4.0) of the six main Creative Commons licenses.136 This process will
           include examination of whether the NC term should be usefully modified as a part
           of that effort, or if the better approach might be to adopt a “best practices”
           approach of articulating the commercial/noncommercial distinction for certain
           creator or user communities apart from the licenses themselves. Whichever the
           result, this study has highlighted that in order to meet the expectations of
           licensors using CC NC licenses it will be important to avoid any modification of
           the term, however manifested, that makes a use widely agreed to be
           commercial137 – or only agreed to be noncommercial with low consensus138 –
           explicitly noncommercial. There is an analogue in CC’s statement of intent for CC
           Attribution-ShareAlike,139 which provides assurances that CC will not break the
           expectations of licensors whose intent is to release works under copyleft terms.

135
  See http://wiki.creativecommons.org/License_versions for information on the development of previous
and future versions of the Creative Commons licenses.
136
      See http://creativecommons.org/licenses/ for a list of the six main Creative Commons licenses.
137
  For example, most creators and users agree that online advertising is “definitely commercial” with a
high degree of consensus. See Appendix 5.6, Slides 108, 109, 110, 111, 112, 113, 114, and 115, and
Figure 14, above.
138
  The study results indicate, for example, that most uses for charitable purposes are rated
noncommercial, but with low consensus. See Figure 16, above.
139
  Creative Commons Statement of Intent for Attribution-ShareAlike Licenses released, 2008, available at
http://creativecommons.org/weblog/entry/8213.
Defining Noncommercial                                                                                 78



           While the costs of license proliferation are already widely appreciated and
           resisted by many, the study weighs against any lingering temptation to offer
           multiple flavors of NC licenses due to strong agreement on the commerciality of
           certain use cases that, in the past, may have been considered by some to be
           good candidates for splitting off into specialized versions of the NC term, such as
           online advertising. For even in those cases where strong agreement may appear
           to exist upon initial inquiry, such as with online advertising, nuances and
           sometimes strong differences of opinion are immediately revealed when more
           specific use cases are tested and facts presented – such as those involving cost
           recovery or support of nonprofit organizations.140

           The study results also advise against any concerted effort by CC to attempt
           appeasing all license users, all the time. The qualitative study results reported in
           Section 2.1 above support this conclusion. Participants are divided over the
           value of more or fewer specific “use cases” to delineate the
           commercial/noncommercial divide, some see the lack of specific uses as a
           strength and others as a weakness, and many others still disagree with the
           notion that a single definition of noncommercial use could be workable. Thus is
           the challenge, and opportunity, of public license stewards.141

           Aside from decisions about the NC licenses themselves, Creative Commons will
           be looking back to the study as it updates explanations of noncommercial
           licensing on CC’s license deeds,142 the license chooser143 and other materials.
           CC encourages ideas and feedback from the public (see Section 4.3, below).


4.2 Recommendations on Using CC Noncommercial Licenses
           Overall, the CC NC licenses appear to be working rather well — they are the
           most popular144 Creative Commons licenses, and CC is not aware of a large
           number of disputes between licensors and licensees over the meaning of the NC
           term. The study hints at some of the potential reasons for this state of affairs,
           including that users are in some cases more conservative in their interpretation of
           what is noncommercial than are creators,145 and that in some cases creators who
           earn more money from their work (i.e., have more reason to dispute questionable
140
  See Appendix 5.6, Slide 54. See also Appendix 5.6, Slide 51 on cost recovery but in the context of
“making money.”
141
  Public license stewardship is addressed in Wikipedia licensing Q&A posted, 2008, available at
http://creativecommons.org/weblog/entry/11544.
142
  See e.g., the deed for the Creative Commons Attribution-NonCommercial 3.0 Unported license,
available at http://creativecommons.org/licenses/by-nc/3.0/.
143
      The Creative Commons license chooser is available at http://creativecommons.org/choose.
144
      See http://wiki.creativecommons.org/License_statistics for breakdowns of license adoption.
145
      See Appendix 5.6, Slides 44, 45, 46, 59, 61, and 62.
Defining Noncommercial                                                                                79



           uses) are more liberal in their interpretation of what is noncommercial than are
           those who earn less.146

           While it would take a more focused and exhaustive study to conclude that these
           seemingly fortunate attitudinal differences are correct, strong, and global, they do
           suggest rules of thumb for licensors releasing works under NC licenses and
           licensees using works released under NC licenses — that licensors should
           expect some uses of their works that would not meet the most stringently
           conservative definition of noncommercial, and licensees who are uncertain of
           whether their use is noncommercial should find a work to use that
           unambiguously allows commercial use (e.g., licensed under CC BY, CC BY-SA,
           or in the public domain), or ask the licensor for specific permission.147 Note that
           this rule of thumb has an analogue in network protocol design and
           implementation known as the robustness principle or Postel’s Law: “Be
           conservative in what you do; be liberal in what you accept from others.”148

           Relatedly, the study serves as a reminder to would-be users of the NC licenses
           the need for considering carefully the potential societal costs of a decision to
           restrict commercial use. One way to think about Creative Commons generally is
           as a provider of legal and technical tools that prevent (where desired) the failed
           sharing149 that results from copyright law’s default of “all rights reserved.” There
           exist certain uses that some creators would allow but that will not occur because
           they have not authorized them (maybe have not even thought of them), and the
           costs of finding the licensors and getting authorization are too high for the
           intended use.150 While this may sound overly hypothetical, if one considers the
           anti-network effects of failed sharing at a societal level, the costs are large
           indeed. Overuse of NC licenses suppresses some uses that a licensor who
           wants to share may wish to allow, at a cost to NC licensors and licensees and an
           even greater cost to communities and the broader free culture movement. Such
           situations represent failed sharing, though on a much smaller scale than the
           failed sharing engendered by default copyright. As another rule of thumb,
           licensors who are concerned about the costs of NC licensing – whether to
146
      See Appendix 5.6, Slides 47, 48, 52, 55, 56, 116, 117, 118, and 119.
147
  Interestingly, about half of respondents to the Creative Commons Friends and Family questionnaire
who had licensed works under a NC license indicated that they had been contacted for specific
permission. See Appendix 5.6, Slide 100. Approximately 25% of CCFF sampled who use NC-licensed
works say they have contacted a licensor to see if a use was permissible. See Appendix 5.6, Slide 101.
148
  See Internet Experiment Note 111, Internet Protocol, 1979, available at
http://www.postel.org/ien/txt/ien111.txt and further discussion at
http://en.wikipedia.org/wiki/Robustness_principle.
149
  James Boyle. The Public Domain: Enclosing the Commons of the Mind, page 182. Yale University
Press, 2008.
150
  Or perhaps the creator is dead and even scholarly use of the work is suppressed by the creator’s
estate. See, e.g., D.T. Max. The Injustice Collector: Is James Joyce’s grandson suppressing scholarship?,
The New Yorker, 2006, available at http://www.newyorker.com/archive/2006/06/19/060619fa_fact.
Defining Noncommercial                                                                                     80



        themselves, the free culture movement, or society at large – ought review the
        arguments and consider “dropping -NC” from their licenses whenever the costs
        cannot be fairly justified.151

        The potential negative impact and corresponding lack of use of noncommercial
        licensing differs across fields. For example, noncommercial licenses152 do not
        exist at all in the free and open source software world (note that CC recommends
        using a free and open source software license for software). Science153 and
        education154 are two large fields in which Creative Commons believes that liberal
        licensing or the public domain are most critical. Unsurprisingly Wikipedia, which
        has strong relationships with the free software, open access (scientific
        publishing), and open education movements, mandates liberal licensing, and
        many other massively collaborative projects are following.155

        However, compelling use cases for NC licensing remain — most obviously when
        an existing significant revenue stream from a work would be compromised by
        release under liberal terms. Giving one’s audience legal certainty that they will
        not be prosecuted for doing what comes naturally from using digital networks —
        copying and remixing for no commercial gain or monetary exchange — while
        exploring the sharing economy and still protecting existing business — these are
        compelling reasons to start or continue releasing works under a NC license. It is
        little surprise that major music and book publishers’ use of CC licensing thus far
        has almost exclusively been of the NC variety.

        In sum, although the results offer only the first views on a complex issue, the
        study provides immediately relevant guidance on several levels. For Creative
        Commons, the study affirms that the NC licenses are generally “on track” given
        the large percentage of people who understand the NC term to be defined as the
        same or consistent with their own understandings and definitions. Yet the study
151
   The Definition of Free Cultural Works website includes an article summarizing reasons to avoid NC
licenses, available at http://freedomdefined.org/Licenses/NC. See also Approved for Free Cultural Works,
2008, available at http://creativecommons.org/weblog/entry/8051, concerning the relationship of CC’s less
restrictive licenses to the Definition.
152
  The Free Software Foundation addresses the non-role of noncommercial licensing for free software in
Categories of Free and Non-Free Software available at
http://www.gnu.org/philosophy/categories.html#semi-freeSoftware.
153
   See e.g., the Budapest Open Access Initiative available at
http://www.soros.org/openaccess/read.shtml, which states “The only constraint on reproduction and
distribution, and the only role for copyright in this domain, should be to give authors control over the
integrity of their work and the right to be properly acknowledged and cited.”
154
  Creative Commons addresses the need for less restrictive licensing in the context of education in
Increase Funding Impact Recommendations for Organizations that Fund the Production of Open
Educational Resources (OER) available at http://learn.creativecommons.org/wp-
content/uploads/2009/07/cclearn-recommendations-increase-funding-impact-05-apr-09.pdf.
155
  Wikipedia + CC BY-SA = Free Culture Win!, 2009, available at
http://creativecommons.org/weblog/entry/15411.
Defining Noncommercial                                                                                  81



           also makes clear there remains room for thoughtful evaluation and discussion
           about how CC might improve the definition yet further and/or forge and
           communicate a more fully shared understanding about its meaning – though
           never in a manner that risks breaking existing expectations of license users. For
           licensors and licensees, the study suggests rules of thumb for what licensors
           may expect when publishing under a noncommercial license, and how licensees
           ought consider behaving when using NC-licensed materials (including, at times,
           instead choosing a work that may be used commercially). Finally, the overall
           process of conducting the study and considering the points of view expressed in
           all phases point to a critical need for a richer understanding of the societal costs
           associated with choosing a noncommercial licensing option in the absence of a
           compelling justification to the contrary.


4.3 Further Research
           The findings from this study suggest many possible areas for further research.

           First, this study points out one use scenario that users consider less commercial
           than creators – that regarding the noncommerciality of personal or private use.
           Subsequent research could investigate the basis for this difference, including
           whether this difference is a cause or effect of the “copy fights,” beginning with
           Napster156 over file sharing in which no money changes hands.

           Another area for additional research derives from the reality that the empirical
           research in this study was limited to the U.S. online population. This research
           project, or its relevant parts, could be replicated in other jurisdictions. It would be
           particularly interesting to know whether and how attitudes toward noncommercial
           use correlate with the variations in license adoption patterns observed across
           jurisdictions with “ported” licenses.157 Data from this study could also be used to
           inform models of license adoption158 and rules for economics laboratory
           experiments. Relatedly, the (non-random) qualitative research performed in both
           Phase 2 (creators) and Phase 3 (users) was used primarily to inform
           development of the questionnaires underlying the empirical analysis. That data,
           together with the (non-random) CCFF data, deserve further analysis in their own
           right. For example, the data could be analyzed for hints as to whether significant
156
      The Napster decision is discussed briefly in Section 1.2, above.
157
   Giorgos Cheliotis, Warren Chik, Ankit Guglani and Giri. Tayi, Taking Stock of the Creative Commons
Experiment: Monitoring the Use of Creative Commons Licenses and Evaluating Its Implications for the
Future of Creative Commons and for Copyright Law, 35th Research Conference on Communication,
Information and Internet Policy (TPRC), at the National Center for Technology & Law, George Mason
University School of Law, Sep 28-30 2007,
http://web.si.umich.edu/tprc/papers/2007/805/CreateCommExp.pdf.
158
   Zachary Katz, Pitfalls of open licensing: An analysis of Creative Commons licensing, IDEA: The
Intellectual Property Law Review, 46, 391–413 (2006), http://www.piercelaw.edu/assets/pdf/idea-vol46-
no3-katz.pdf.
Defining Noncommercial                                                                  82



       variations in understanding of noncommercial use exist across jurisdictions or
       regions.

       Further research on the meaning of noncommercial could also be bounded not
       just by geography, but by specific communities and classes, e.g., collecting
       society members, lawyers, humanities scholars, remixers, and file sharers. As
       indicated in Section 2 of this Report, the original vision for the study included a
       more in-depth exploration of the different perceptions and understandings of
       various content communities. However, it was concluded that individual, separate
       studies devoted to particular content communities and industries should be
       conducted if the research were to provide meaningful results, which CC’s
       resources did not permit. Studies of the variations between and within different
       content communities could add valuably to the understandings of licensor and
       licensee expectations regarding noncommercial use of content found online.

       Another potentially valuable area of research would be the gathering of field data
       on the use and impact of using NC licenses, non NC licenses, or no licenses,
       supported by further research into how understandings of and attitudes toward
       noncommercial use affect the use of each licensing strategy. This might include
       attempting to measure empirically the non monetary, societal benefits of allowing
       commercial, as opposed to noncommercial, uses of works, such as in the
       educational and scientific arenas, and conversely, the adverse consequences or
       missed opportunities that result from use of a NC license in those same arenas
       and others.

       Finally, similar research could be conducted as to understandings of other key
       CC license terms – attribution, derivative use, and “share alike” derivative use –
       as well as other key legal and normative concepts that help shape the digital
       economy, including understandings of copyright, fair use, and the public domain.


4.4 How to Participate in the Discussion
       In addition to using and citing this Report in academic contexts (see Section 5.1)
       there are a variety of ways those who are interested can participate in discussion
       of this study, the future of CC NC licenses and accompanying material, and
       future research on this and other topics related to voluntary sharing:
               •      Leave a comment on the blog post announcing the publication of
               this Report.159
               •      Add to the “talk page” corresponding to the study’s home on the
               Creative Commons Wiki.160


159
  Defining Noncommercial report published, 2009, available at
http://creativecommons.org/weblog/entry/17127.
Defining Noncommercial                                                                                      83



                     •      Discuss on the CC Forum161 or cc-community mailing list.162
                     •      Subscribe to the very low volume cc-licenses mailing list163 to be
                     alerted when the 4.0 process commences and contribute to the
                     discussion.
                     •      Join the commons-research list164 to connect with researchers
                     studying free culture topics.
                     •      Send a comment to noncommercial@creativecommons.org.




160
  Find the Defining Noncommercial home page at
http://wiki.creativecommons.org/Defining_Noncommercial.
161
      Find the CC Forum at http://forum.creativecommons.org.
162
      Find the CC Community email list at http://lists.ibiblio.org/mailman/listinfo/cc-community.
163
      Find the CC Licenses email list at http://lists.ibiblio.org/mailman/listinfo/cc-licenses.
164
      Find the Commons Research email list at http://lists.ibiblio.org/mailman/listinfo/commons-research.
Defining Noncommercial                                                                       84




5 Appendix

5.1 Using and Citing the Report and Appendix
           This appendix includes the supplementary materials referenced in the narrative
           above. As with the Report itself, Creative Commons has released these materials
           under a Creative Commons Attribution license. You are free to use them in any
           way, so long as you give attribution to Creative Commons with a link to
           http://wiki.creativecommons.org/Defining_Noncommercial, for any use beyond
           those permitted by fair use or other copyright exceptions and limitations.

           If you want to cite to the Report or the appendix materials, below are some
           citation forms that may be useful:

           Suggested citation for Report:
                Creative Commons, Defining “Noncommercial”: A Study of How the
                Online Population Understands “Noncommercial Use” (September 2009),
                available at http://wiki.creativecommons.org/Defining_Noncommercial.

           Suggested citation for appendix materials:
                Creative Commons, Defining “Noncommercial”: A Study of How the
                Online Population Understands “Noncommercial Use” (September 2009),
                Appendix 5, available at
                http://wiki.creativecommons.org/Defining_Noncommercial.


5.2 Using and Citing the Data
           To aid analysis of the quantitative data, “banner books” were created for each
           phase of research. These banner books provide a top-level analysis of certain
           key data points. Files containing the banner books and the raw data from which
           the banner books were created, excluding the answers to open-ended questions
           in order to protect individual’s privacy, are available at
           http://wiki.creativecommons.org/Defining_Noncommercial.

           Other than the answers to the open-ended questions, Creative Commons has
           released all the quantitative data collected for the study under the CC0 copyright
           waiver, to ensure the data are known to be in the public domain and entirely free
           to all, for all uses, with no legal restrictions.165 There is no legal obligation to
           attribute the source of any data or content marked with CC0. However, since
           sourcing data are the research norm, below is a preferred citation form:
165
      For further explanation of CC0, visit http://creativecommons.org/about/cc0.
Defining Noncommercial                                                              85




       Suggested citation for data:
            Creative Commons, Defining “Noncommercial” Study Data (September
            2009), available at from
            http://wiki.creativecommons.org/Defining_Noncommercial.




5.3 Creative Commons BY-NC License and Commons Deed
       The following pages contain the text of the BY-NC 3.0 Unported license, and an
       image of the associated Commons Deed.
Defining Noncommercial                                                                                       86



                                Creative Commons Legal Code
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SERVICES. DISTRIBUTION OF THIS LICENSE DOES NOT CREATE AN ATTORNEY-CLIENT
RELATIONSHIP. CREATIVE COMMONS PROVIDES THIS INFORMATION ON AN "AS-IS" BASIS.
CREATIVE COMMONS MAKES NO WARRANTIES REGARDING THE INFORMATION PROVIDED,
AND DISCLAIMS LIABILITY FOR DAMAGES RESULTING FROM ITS USE.

License

THE WORK (AS DEFINED BELOW) IS PROVIDED UNDER THE TERMS OF THIS CREATIVE
COMMONS PUBLIC LICENSE ("CCPL" OR "LICENSE"). THE WORK IS PROTECTED BY COPYRIGHT
AND/OR OTHER APPLICABLE LAW. ANY USE OF THE WORK OTHER THAN AS AUTHORIZED
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    literary or artistic work, or phonogram or performance and includes cinematographic adaptations or
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Defining Noncommercial                                                                                        87


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    the Work You Distribute or Publicly Perform. When You Distribute or Publicly Perform the Work, You
    may not impose any effective technological measures on the Work that restrict the ability of a
Defining Noncommercial                                                                                          88


   recipient of the Work from You to exercise the rights granted to that recipient under the terms of the
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   attribution in the manner set out above and, by exercising Your rights under this License, You may
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   d. For the avoidance of doubt:

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       iii. Voluntary License Schemes. The Licensor reserves the right to collect royalties, whether
       individually or, in the event that the Licensor is a member of a collecting society that administers
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   e. Except as otherwise agreed in writing by the Licensor or as may be otherwise permitted by
   applicable law, if You Reproduce, Distribute or Publicly Perform the Work either by itself or as part of
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Defining Noncommercial                                                                                       89


   in relation to the Work which would be prejudicial to the Original Author's honor or reputation.
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   permitted by the applicable national law, to enable You to reasonably exercise Your right under
   Section 3(b) of this License (right to make Adaptations) but not otherwise.

5. Representations, Warranties and Disclaimer

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SOME JURISDICTIONS DO NOT ALLOW THE EXCLUSION OF IMPLIED WARRANTIES, SO SUCH
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EVENT WILL LICENSOR BE LIABLE TO YOU ON ANY LEGAL THEORY FOR ANY SPECIAL,
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8. Miscellaneous

   a. Each time You Distribute or Publicly Perform the Work or a Collection, the Licensor offers to the
   recipient a license to the Work on the same terms and conditions as the license granted to You under
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   license to the original Work on the same terms and conditions as the license granted to You under
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   c. If any provision of this License is invalid or unenforceable under applicable law, it shall not affect
   the validity or enforceability of the remainder of the terms of this License, and without further action by
   the parties to this agreement, such provision shall be reformed to the minimum extent necessary to
   make such provision valid and enforceable.

   d. No term or provision of this License shall be deemed waived and no breach consented to unless
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   e. This License constitutes the entire agreement between the parties with respect to the Work
Defining Noncommercial                                                                                    90


    licensed here. There are no understandings, agreements or representations with respect to the Work
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    f. The rights granted under, and the subject matter referenced, in this License were drafted utilizing
    the terminology of the Berne Convention for the Protection of Literary and Artistic Works (as amended
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    implementation of those treaty provisions in the applicable national law. If the standard suite of rights
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    additional rights are deemed to be included in the License; this License is not intended to restrict the
    license of any rights under applicable law.


Creative Commons Notice

Creative Commons is not a party to this License, and makes no warranty whatsoever in connection with
the Work. Creative Commons will not be liable to You or any party on any legal theory for any damages
whatsoever, including without limitation any general, special, incidental or consequential damages arising
in connection to this license. Notwithstanding the foregoing two (2) sentences, if Creative Commons has
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Except for the limited purpose of indicating to the public that the Work is licensed under the CCPL,
Creative Commons does not authorize the use by either party of the trademark "Creative Commons" or
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Creative Commons may be contacted at http://creativecommons.org/.
Defining Noncommercial                                    91




Creative Commons Attribution-Noncommercial 3.0 Unported
     Commons Deed
Defining Noncommercial                                                                92




5.4 Defining “Noncommercial” Study Questionnaire for Creators

       The following pages contain the master version of the study questionnaire fielded
       in Phase 2 (creators) of empirical research.
Defining Noncommercial                                                                                93




Defining “Noncommercial” Study Questionnaire for Creators

NOTE: This is the master version of the questionnaire prepared for the online
quantitative survey of the general U.S. Internet population and the Creative Commons
“Friends and Family” (“CCFF”) open access poll, both fielded in December 2008.
Questionnaire headings, programming instructions and question numbers were not
visible to respondents. Questions presented to CCFF only are indicated by ***. For ease
of reading, most of the CCFF-only questions are grouped at the end of this document.
As indicated, these questions appeared in slightly different order when the poll was
fielded.

SCREENER QUESTIONS

INTRODUCTION: Thank you for taking this survey. We appreciate your time and consideration.
         Please be aware that depending on your response, the survey could take
         anywhere from 15 - 25 minutes to complete. Also, please note that once you
         click the "continue" button on any page of the survey, you will not be able to
         return to previous pages

Q1. First, please indicate your age:

    1.   Under 18
    2.   18-24
    3.   25-29
    4.   30-34
    5.   35-39
    6.   40-44
    7.   45-49
    8.   50-54
    9.   55+

TERMINATE CODE 1 AFTER Q2

Q2. Please indicate your gender:
   10. Male
   11. Female

TERMINATE IF CODE 1 AT S1

Q3. In the last 12 months, have you created any of the following types of works or content? Please select
all that apply.

RANDOMIZE
   1. Videos or films
   2. Songs or instrumental music
   3. Photos
   4. Texts or writings (for example, stories, poems, articles)
   5. Images (for example, paintings, drawings, flash animations)
   6. Podcasts
   7. Blogs, online journals or blog postings
   8. Mash-ups or remixes (works that are created by combining other pre-existing works)
   9. Online ratings or reviews of others’ works (for example, movie or music reviews)
Defining Noncommercial                                                                             94


    10. Games
    11. Other, please specify
    12. None of the above

TERMINATE IF CODE 11 (NONE OF THE ABOVE) AT Q3, OR ONLY CODE 10 (“OTHER”)

        BASE: All Respondents

SCREEN-OUT MESSAGE: Thank you for participating in our survey today. Unfortunately, your profile
does not correspond to the one we were looking for in this study.
Thanks again!

GENERAL ATTITUDES AND BEHAVIORS REGARDING SHARING ONLINE

        BASE: All Respondents
        Q4. Do you generally consider yourself an amateur or professional creator?

        Select one.

        DO NOT RANDOMIZE
          1. Amateur
          2. Professional
          3. Both or neither, please explain

        ERROR MESSAGE: “Please explain your answer.”


        BASE: Created non-web-native works (Codes 1-5, 10) at Q3
        Q5. From this point forward, we will use “work” and “works” to refer to any works
        or content you have created.

        Have you shared any of the following works online? That is, have you distributed
        any of the following works using the Internet, by posting to a website, blog, or
        microblog, or using email, IM, or a peer-to-peer (P2P) network?

Select all that apply.

                    PIPE THOSE FROM Q1 THAT ARE NOT WEB-NATIVE (CODES 1-5, 10)
                                COLUMN HEADER: “SHARED ONLINE”
                             SHOW IN SAME ORDER AS PRESENTED IN Q3
                                   INCLUDE NONE OF THE ABOVE
                                  DO NOT PIPE “OTHER SPECIFIES”

        BASE: Share Works Online (Codes 6-9 at Q3 or at least one at Q5)
Q6. Approximately how often do you share each type of work online?
Please select one in each row.

                  DAILY OR       2 TO 3       ABOUT         ABOUT
                  SEVERAL       TIMES A       ONCE A        ONCE A          ABOUT         ABOUT
                   TIMES A       WEEK          WEEK         MONTH           ONCE          ONCE
                     DAY                                                   EVERY 3       EVERY 6
Defining Noncommercial                                                                                   95




                                                                                 TO 5         MONTHS
                                                                                MONTHS         TO A
                                                                                               YEAR

PIPE ALL
SELECTS AT
Q5 AND ANY
CODES 6-9
AT Q3

SHOW IN
SAME
ORDER AS
Q3



         BASE: Share Works Online (Codes 6-9 at Q3 or at least one at Q5)
         Q7. When you share your works online, how do you typically do that?

         Please think of all the different types of works you create when answering this
         question.
Select all that apply.

RANDOMIZE
     1.    Post to my own blog or website
     2.    Post to a blog or website run by someone else
     3.    Post to a website that hosts a variety of user-generated content, such as Flickr or
     YouTube
     4.    Post to a social networking website, such as Facebook or MySpace
     5.    Share via a peer-to-peer (P2P) network
     6.    Send via email, in the email itself, or as an attachment or in a link
     7.    Send via an email group or listserv, in the email itself, or as an attachment, or in a link
     8.    Send via an instant message or "chat" message, in the message itself, or as a link
     9.    Send via micro-blog, such as Twitter
     10.   Other, please specify


         BASE: Share Works Online (Codes 6-9 at Q3 or at least one at Q5)

         Q8. When you share your works online, approximately how many people do you
         typically reach?

         Select one.

         DO NOT RANDOMIZE
    1.   Less than 5 people
    2.   5 to 9
    3.   10-29
    4.   30-49
    5.   50-99
    6.   100-199
    7.   200-499
Defining Noncommercial                                                                               96



    8. 500-999
    9. 1000 or more people


        BASE: Share Works Online (Codes 6-9 at Q3 or at least one at Q5)

        Q9. Which of the following best describes how, if at all, you control who can
        access your works when you share them online?

        DO NOT RANDOMIZE

        1. Always control who can access my works (for example, only family and
           friends)
        2. Usually control who can access
        3. Usually share with anyone (that is, allow public access)
        4. Always share with anyone


        BASE: Share Works Online (Codes 6-9 at Q3 or at least one at Q5)
Q10. Why do you share the works you create online?
Rate each of the following reasons on the 7-point scale below where “7” means “Strongly Agree” and “1”
means “Strongly Disagree.”
If you can’t say or a reason does not apply to your works, select the last column (“Can’t Say/Not
Applicable”).
Select one in each row.

     RANDOMIZE                                                       STRONGLY
                          STRONGLY                                   DISAGREE       CAN’T SAY/
                          AGREE                                                       NOT
                                                                                   APPLICABLE
                                 7         6             3
                                               5    4         2          1
1. I want to generate
   awareness and
   interest in my works
2. It may increase the
   value of my work(s)


3. I want to influence
   others’ opinions

4. I want to share my
   knowledge or
   expertise on certain
   subjects


5. I enjoy sharing my
   works with others

6. I want to engage
   with a community of
   colleagues or others
Defining Noncommercial                                                                                  97




    interested in my
    works or the subject
    of my works


7. I take pride in my
   works and want
   others to use them

8. I want to expand my
   network of friends
   and/or social
   contacts


9. I want to expand my
   network of
   professional
   contacts

10. I want to boost my
    reputation


11. I need a place to
    store them

12. I want to reciprocate
    with others who
    share their works
    online


13. I am experimenting,
    and curious to see
    what happens

BASE: All respondents
Q11. [IF SHARE WORKS ONLINE (CODES 6-9 AT Q3 OR AT LEAST ONE AT Q5)] Do you have any
concerns about sharing your works online? Rate each of the following potential concerns on the 7-point
scale below where “7” means “Strongly Agree” and “1” means “Strongly Disagree.”
Select one in each row.
If you can’t say or a reason does not apply to your works, select the last column (“Can’t Say/Not
Applicable”).

[IF DO NOT SHARE ONLINE (NO CODES 6-9 AT Q3 AND NO SELECTS AT Q5)] You indicated that
you do not share your works online. Why don’t you share online? Rate each of the following reasons on
the 7-point scale below where “7” means “Strongly Agree” and “1” means “Strongly Disagree.”
Select one in each row.
If you can’t say or a reason does not apply to your works, select the last column (“Can’t Say/Not
Applicable”).

     RANDOMIZE              STRONGLY                               STRONGLY         CAN’T SAY/
                              AGREE                                DISAGREE           NOT
                                                                                   APPLICABLE
                                 7         6   5    4    3    2          1
1. My works could be
   used for some
   purpose I find
Defining Noncommercial                                                                            98



    objectionable (for
    example,
    pornography or
    political
    propaganda)

2. Someone may
   disapprove or
   criticize of my works
3. I consider public
   sharing a violation
   of my privacy
4. An individual or
   organization could
   derive financial gain
   from my work
   without sharing the
   profits with me
5. It may cause the
   value of my other
   works to decline
6. My competitors
   might find out what I
   am producing
7. The overall market
   for the kinds of
   works I produce
   could decline
8. It takes too much
   time/effort to share
   my works online
9. I don’t know how to
   share my works
   online



COMMERCIAL USE V. NONCOMMERCIAL USE

        BASE: All respondents
Q12. Imagine someone approached you about using one of your works, and asked if you would allow
both commercial use and noncommercial use of your work. Would you understand the question? We
would like to know how you would define the difference between a “commercial use” of your work and a
“noncommercial use” of your work. Please type your definition in the space provided.

        Please do not consult other sources to answer this question! We want to know
        what you think the difference is between commercial use and noncommercial use
        – in your own words, at this moment.

        If you cannot define the difference, check the box labeled “Don’t Know” below.

        OPEN END TEXT FIELD LABELED “Type in your definition”
        INCLUDE CHECK BOX: “DON’T KNOW”
Defining Noncommercial                                                                                      99



        BASE: Can define difference (Box NOT checked at Q12)
Q13. Do you think other people understand the difference between commercial use and noncommercial
use in the same way you do?

Select one.

DO NOT RANDOMIZE
   1. Yes
   2. Yes, most do
   3. Yes, many do
   4. Yes, some do
   5. No, many do not
   6. No, most do not
   7. No
   8. Not sure

        BASE: Can define difference (Box NOT checked at Q12)
Q14. Are you aware of any law that defines a difference between commercial use and noncommercial
use?

Select one.

DO NOT RANDOMIZE
   1. Yes
   2. No
   3. Not sure

        BASE: Aware of law (Code 1 at Q14)
Q15. Please describe, in your own words, the law that defines commercial use and noncommercial use.

        OPEN TEXT FIELD LABELED “Be as specific as possible”

BASE: All CCFF respondents
***Q15A. Please select your legal jurisdiction from the drop-down list of countries below.
       DROP-DOWN MENU OF ALL COUNTRIES


GATEKEEPING EXERCISE

BASE: All respondents
Q16. Continue to imagine someone approaching you about using one of your works. Each of the
statements below describes a potential type of user or use of your work.

For each statement, please indicate whether you think the statement means the proposed use would be
definitely a commercial use or definitely a noncommercial use.
If it would depend or can’t say, select the third column for that row.

If you don’t know, select the last column for that row.

Please complete the exercise to the best of your ability, based on what you think the difference is
between commercial use and noncommercial use. Again, please do not consult other sources.

Some statements refer to a “not-for-profit organization”. By “not-for-profit organization”, we mean any
organization that exists primarily for some reason other than to make a profit. A religious organization,
school or hospital might be an example of a not-for-profit organization.

Select one in each row.

  PIPE RANDOM GROUP OF EIGHT STATEMENTS PER EACH RESPONDENTS FROM THE LIST
Defining Noncommercial                                                       100


                         BELOW (TOTAL N=~500 FOR EACH RESPONDENT)

  RANDOMIZE           DEFINITELY A     DEFINITELY A    IT WOULD
SHOW TOTAL OF         COMMERCIAL     NONCOMMERCIAL      DEPEND/     DON’T
   EIGHT (8)              USE              USE         CAN’T SAY       KNO
 STATEMENTS                                                              W
1. Money would
   be made
   directly from
   the sale of a
   copy of your
   work
2. Money would
   be made from
   the use of your
   work in some
   way

3. Money would
   be made from
   the use of your
   work, but only
   enough to
   cover costs of
   copying and
   distributing the
   work

4. No money
   would be made
   from the use of
   your work

5. Your work
   would be used
   online and
   advertising
   would appear
   around or in
   connection
   with it – and
   the user would
   make money
   from the ads

6. Your work
   would be used
   online and
   advertising
   would appear
   around or in
   connection
   with it – and
   the user would
   make money
   from the ads,
   but only
   enough to
   cover the cost
   of hosting the
Defining Noncommercial   101




    website

7. Your work
   would be used
   on a splog or
   “zombie
   website” that
   exists only to
   artificially
   generate traffic
   and revenues
   from pay-per-
   click
   advertising

8. Your work
   would be used
   by an
   individual

9. Your work
   would be used
   by a not-for-
   profit
   organization

10. Your work
    would be used
    by a for-profit
    company

11. "Your work
    would be used
    by the
    government or
    a state-run
    entity"

12. Your work
    would be used
    by a for-profit
    company, but
    no money
    would be made
    from the use of
    your work

13. Your work
    would be used
    for a charitable
    purpose, or to
    promote a
    public or social
    good

14. Your work
    would be used
    for a purpose
    you find
    objectionable

15. Only a small
Defining Noncommercial                                                                                      102




ANCHOR POINT ALLOCATION EXERCISE

BASE: All respondents
Q17. Now we’d like to ask you to evaluate some similar statements about how, or by whom, one of your
works might be used. This time, we would like you to enter a number on a scale of 100 to 1, where:

100 means you think the proposed use would be “Definitely A Commercial Use”

and

1 means you think the proposed use would be “Definitely A Noncommercial Use”.

Please read each statement and then enter a number in the space provided. Assume this is all the
information available. (In the next phase of this exercise, you will be presented with more information.)

Please complete the exercise to the best of your ability, based on what you think the difference is
between commercial use and noncommercial use.

If you cannot enter a number based on the information provided, check the box in the column labeled
“Don’t Know/Can’t Say.”

Enter a whole number.

                                            GRID WITH 2 COLUMNS:

             COLUMN ONE (SEE BELOW): OPEN NUMERIC FIELDS, WHOLE NUMBERS ONLY
                                    BETWEEN 1 AND 100

                                COLUMN TWO (SEE BELOW): CHECK BOXES.

             FOR EACH ANSWER CHOICE, RESPONDENTS MUST ENTER WHOLE NUMBER IN
                          COLUMN ONE OR CHECK BOX IN COLUMN 2

        RANDOMIZE                      ENTER A WHOLE NUMBER FROM 100 =
                                     “DEFINITELY A COMMERCIAL USE” TO 1 =                  DON’T KNOW/
                                      “DEFINITELY A NONCOMMERCIAL USE”                      CAN’T SAY

1. The user would make
   money from the use of your
   work

2. Your work would be used
   online and advertisements
   would appear around or in
   connection with it

3. Your work would be used
   by an individual
4. Your work would be used
   by an organization
5. Your work would be used
   for a charitable purpose or
   to promote a social or public
   good

                           EVERY RESPONDENT WILL RATE TWO DRILL-DOWNS:

            HALF OF RESPONDENTS WILL RATE Q18A (MAKE MONEY FROM USE OF WORK)
Defining Noncommercial                                                                                103




                   OTHER HALF WILL RATE Q18B (USED ONLINE WITH ADVERTISING)

              OTHERS (Q18C, Q18D AND Q18E WILL BE DISTRIBUTED RANDOMLY)

  GIVE PREFERENCE TO DRILL-DOWN STATEMENTS THAT RECEIVE A SCORE IN COLUMN 1
         OVER “DON’T KNOW/CAN’T SAY”, SEND TO LOWEST INCIDENCE GROUP

ANCHOR POINT PIPES FOR Q18A-E:

        PIPE FOR Q17, Code 1: if the user would make money from the use of your work
        PIPE FOR Q17, Code 2: if your work would be used online and advertisements would appear
        around or in connection with it
        PIPE FOR Q17, Code 3: if your work would be used by an individual
        PIPE FOR Q17, Code 4: if your work would be used by an organization
        PIPE FOR Q17, Code 5: if your work would be used for a charitable purpose or to promote a
        social or public good


BASE: All Respondents

Q18A-E. [IF NUMBER GIVEN IN COL. 1 AT CODE X OF Q17] You indicated that, if your work would be
[PIPE], your score would be [INSERT SCORE FROM CODE X OF Q17] on a 100-point scale where 100
means “Definitely A Commercial Use”, and 1 means “Definitely A Noncommercial Use”.

Below is another group of statements, each of which includes some additional information describing the
proposed use of your work. Please read each statement carefully.

For each statement, in the space provided, please enter a number on a scale of 100 to 1, where:

100 = "Definitely A Commercial Use"

and

1 = "Definitely A Noncommercial Use"

If you cannot enter a number based on the information provided, check the box in the column labeled
"Don't Know/Can't Say."

Please enter a whole number.

[IF NUMBER NOT GIVEN IN COL. 1 AT CODE X OF Q17 (“DON’T KNOW” IS CHECKED):]
Below is another group of statements, each of which includes some additional information describing the
proposed use of your work. Please read each statement carefully.

For each statement, in the space provided, please enter a number on a scale of 100 to 1, where:

100 = “Definitely A Commercial Use”

and

1 = “Definitely A Noncommercial Use”.

If you cannot enter a number based on the information provided, check the box in the column labeled
“Don’t Know/Can’t Say.”

Enter a whole number.


                                           GRID WITH 2 COLUMNS:
Defining Noncommercial                                                                             104




                       COLUMN ONE (SEE BELOW): OPEN NUMERIC FIELDS
         IF RESPONDENT GAVE NUMBER AT CODE 1 AT Q17, INCLUDE NUMBER IN FIELDS AS
         DEFAULT, IF RESPONDENT DID NOT GIVE NUMBER, LEAVE FIELDS BLANK TO BEGIN.
                          WHOLE NUMBERS ONLY BETWEEN 1 AND 100

                               COLUMN TWO (SEE BELOW): CHECK BOXES

            FOR EACH ANSWER CHOICE, RESPONDENTS MUST ENTER WHOLE NUMBER IN
                         COLUMN ONE OR CHECK BOX IN COLUMN 2


                                   ENTER A WHOLE NUMBER
        RANDOMIZE                  FROM 100 = "DEFINITELY A            DON’T KNOW/CAN’T SAY
                                   COMMERCIAL USE" TO 1 =
                                       "DEFINITELY A
                                    NONCOMMERCIAL USE"

INSERT APPROPRIATE SET
OF ANSWER CHOICES (SEE
BELOW)


Q18A – IF CODE 1 AT Q17 (MAKES MONEY FROM WORK), INSERT AT Q18A-E:

1. The user intends to make money from selling a copy of your work
2. The user would make money from selling a copy of your work
3. The user would make money by selling something that includes your work (for example, the user
   sells a video that includes one of your songs on the soundtrack)
4. The work would be used in a profit-making venture, and your entire work or “the heart” of your
    work would be used
5. The work would be used in a profit-making venture, and only a small part of your work would be
    used
6. The work is used in a profit-making venture, and your work would be changed or altered to a
    considerable degree
7. A not-for-profit organization would make money from the use of your work, but only enough to
    cover the costs of copying and distributing the work (for example, a not-for-profit uses your work
    in a manual about emergency medical care, which it sells for just enough to cover the costs of
    copying and distributing the manual)
8. A for-profit company would make money from the use of your work, but only enough to cover the
    costs of copying and distributing the work (for example, a private school that charges tuition uses
    your work in course materials, but only charges students the cost of copying and distributing the
    course materials)
9. A not-for-profit organization would make money from the use of your work, enough to cover the
    costs of copying and distributing the work, and also some operating costs (for example, a not-
    for-profit uses your work in a manual about emergency medical care, which it sells for enough to
    cover the costs of copying and distributing the manual, and pay some staff salaries)
10. A not-for-profit organization would make money from the use of your work, enough to contribute to
    its endowment fund
11. A for-profit company would make money from the use of your work, and would donate all the
    money it makes to a not-for-profit organization
12. The user would not make money directly from the use of your work, but your work would be used to
    promote the user or the user’s work (for example, your photograph appears on posters promoting
    the user’s concert or the cover of a CD containing the user’s music)


Q18B – IF CODE 2 AT Q17 (ONLINE WITH ADVERTISING), INSERT AT Q18A-E:
Defining Noncommercial                                                                                 105



1. Your work would be used on a blog or webpage that is supported by advertising, and the user
     would not make any money directly from the advertising
2. Your work would be used on a blog or webpage with advertising, and the user would make money
     from the advertising – just enough to cover the user’s costs of putting your work online (for
     example, the cost of hosting a website)
3.    Your work would be used on a blog or webpage with advertising, and the user would makes money
     from the advertising – enough to turn a profit
4.   Your work would be used on a splog or “zombie” website – websites that exist only to artificially
     generate traffic and revenues from pay-per-click advertising
5.   Your work would be posted on an aggregator website which hosts millions of works (such as
     YouTube or MySpace), and which makes money from the advertising because of the high volume of
     traffic it attracts
6.   A not-for-profit organization would use your work on its website, and the organization would make
     enough money from advertising to cover the costs of hosting the website
7.   A not-for-profit organization would use your work on its website, and the organization would make
     enough money from advertising on the website to help cover the organization’s operating costs
8.   A for-profit company would use your work on its website, and would donate all the money it makes
     from advertising on the website to a not-for-profit organization
9.   The user would use your work to advertise another product for sale (for example, your photograph
     of people playing sports would be used to advertise an energy drink)


Q18C – IF CODE 3 AT Q17 (AN INDIVIDUAL), INSERT AT Q18A-E:

1. The user would be an individual, and the use would be personal or private (for example, your work
     would be used at home, or in the company of a few friends)
2. The user would be an individual, and your work would be shared on a website that restricts access
     (visitors are required to log-in)
3. The user would be an individual, and your work would be shared on a website with anyone the
     user specifically allows (for example, the user’s friends on a social networking site)
4.   The user would be an individual, and your work would be shared on a blog or on a website that
     anyone can access
5.   The user would be an individual who is an amateur known for the kind of product or activity for
     which your work is used, but the user does not make a living from that activity (for example, your
     photograph would be used to illustrate a personal blog about the user’s hobbies)
6.   The user would be an individual who is a professional who makes a living from the product or
     activity for which your work is used, but the user does not make money directly from use of your
     work (for example, the user is a filmmaker who includes your video in a film distributed for free)
7.   The user would be an individual who is a professional who makes a living from the product or
     activity for which your work is used (for example, your video is used in a documentary film the user
     sells)
8.   The user would be someone you view as a competitor


Q18D – IF CODE 4 AT Q17 (AN ORGANIZATION), INSERT AT Q18A-E:

1. The user would be a small for-profit company, that has yet to turn a profit
2. The user would be a large for-profit company
3. The user would be a for-profit company, and your work would be shared with a small group of
     employees
4. The user would be a for-profit company, and your work would be shared with the entire company
5. Your work would be used for course materials in a school – a not-for-profit organization that does
     not charge tuition
6.   Your work would be used for course materials in a school – a not-for-profit organization that
     charges tuition
Defining Noncommercial                                                                               106



7. Your work would be used by a not-for-profit organization to raise money to sustain its operations
8. Your work would be used by a not-for-profit organization to raise money for its endowment fund
9. Your work would be used by the government or a state-run entity

Q18E – IF CODE 5 AT Q17 (CHARITABLE, SOCIAL GOOD), INSERT AT Q18A-E:

1. Your work would be used by a not-for-profit organization.
2. Your work would be used by a for-profit company for a charitable purpose (for example, to raise
    money to donate to a disaster relief fund)
3. Your work would be used by a not-for-profit organization for a charitable purpose that you strongly
    support
4. Your work would be used by a for-profit company for a charitable purpose that you strongly support
5. Your work would be used by a not-for-profit organization for a purpose that you find objectionable
6. Your work would be used by a for-profit company for a purpose that you find objectionable
7. Your work would be used by a private for-profit school, for a fundraiser
8. Your work would be used by a public not-for-profit school, for a fundraiser
9. Your work would be used in free educational materials distributed to the public by a for-profit
    company, which would receive favorable publicity from this activity
10. Your work would be used in free educational materials distributed to the public by a for-profit
    company, which would receive a tax deduction from this activity
11. Your work would be used by the government or a state-run entity


        BASE: Can define difference (Box NOT checked at Q12)
Q19. Thank you for completing this exercise. Earlier, you described the difference between a
commercial use and a noncommercial use of your work as:

        PIPE ANSWER FROM Q12

Having completed this exercise, would you change your definitions of commercial use and/or
noncommercial use? Or would they stay the same? Select one.

DO NOT RANDOMIZE
   1. Yes, I would change my definitions
   2. No, I would not change my definitions
   3. Don’t know/Not sure


BASE: Definition changed (Code 1 at 19)
Q20. How would you define the difference between commercial use and noncommercial use now?
Please describe.

        OPEN-END TEXT FIELD

        BASE: Can define difference (Box NOT checked at Q12) – GEN POP
        SURVEY ONLY. HIDE FOR CCFF
Q21. What if “noncommercial use” meant any use that is not primarily intended for, or directed
toward, commercial advantage or private monetary compensation?

Do you think this definition is:

DO NOT RANDOMIZE
   1. Essentially the same as your definition of noncommercial use
   2. Different from but still compatible with your definition of noncommercial use
Defining Noncommercial                                                                                    107



   3. Different from and incompatible with your definition of noncommercial use
   4. Don’t know/Not sure


COPYRIGHT AND LICENSING QUESTIONS

       BASE: All Respondents
Q22. Are any of the works you created in the last 12 months copyrighted? Select one answer.

       DO NOT RANDOMIZE
   1. Yes, some or all of them are copyrighted
   2. No, none of them are copyrighted
   3. Not sure



       BASE: All Respondents
Q23. Have you ever been involved with licensing copyrighted works? Select the one answer that best
describes your experience.

       DO NOT RANDOMIZE
1. Yes, I have licensed my own copyrighted work to others
2. Yes, I have licensed copyrighted work from others
3. Yes, I have licensed my own copyrighted work to others, and
       I have licensed copyrighted work from others
4. No, I have not been involved with licensing any copyrighted work or content
5. Don’t know/Not sure
6. Other, please specify


BASE: Share works online (Codes 6-9 at Q3 or any selects at Q5)
Q24. Do you ever license the works that you share online? If so, how do you license these works?
Please select all that apply.
If you have never licensed your works, select the final answer choice below.

RANDOMIZE
LAST ANSWER CHOICE SHOULD REMAIN AT THE BOTTOM

       1.      I have used a free public license available online
       2.      I have used a standard license that I prefer to use for all my works when possible
       3.      I have used a license written specifically for use of a specific work, or for a specific use of
       that work
       4.      A lawyer has helped me license a work
       5.      I have used a license provided by the party to whom I licensed the work
       6.      I have never licensed a work that I have shared online

BASE: License works (NOT Codes 6 at Q24)
***Q25. Thinking of all the works that you have shared online and licensed as 100%, what percent have
you licensed in each of the following ways?
Enter a percent for each approach listed below. Your answers must total 100%.

Enter a whole number.

       TOTAL SUM CALCULATOR
       PIPE SELECTS AT Q24:
       (FOR CODE 1): Free public license available online
       (FOR CODE 2): Standard license that I prefer to use for all my works
       (FOR CODE 3): License drafted specifically for that work or use
Defining Noncommercial                                                              108


       (FOR CODE 4): Helped by a lawyer
       (FOR CODE 5): Licensed provided by the licensee

       SHOW IN SAME ORDER AS Q24
       DEFAULT = 0%
       IF ONLY ONE ANSWER SELECTED AT Q24, AUTO-PUNCH 100%


PROFILING VARIABLES

       BASE: All respondents
       Q26. Thinking of all the works you create as 100%, approximately what percent
       of these works generate revenue – that is, what percent of your works earn you
       money?

       Enter the percents in the spaces provided. Your answers must total 100%.

Enter a whole number.

       DO NOT RANDOMIZE
       TOTAL SUM CALCULATOR
       % SIGNS BESIDE OPEN NUMERIC FIELDS
       DEFAULT = 0%

   1. Percent of works that generate revenue
   2. Percent of works that do not generate any revenue


       BASE: At least 1% of works generate revenues (>0% at code 1 at Q26)
       Q27. You indicated that some or all of your works generate revenue. How do
       you earn money from these works?

       Select all that apply.

       DO NOT RANDOMIZE
       1. I earn money from my works directly (for example, from the sale of products,
          downloads, or merchandise, or by displaying or performing my work at
          events)
       2. I earn money from my works indirectly, from advertising that appears online
          around or in connection with my works
       3. I earn money from my works indirectly in ways other than online
          advertising (for example, through speaking fees)
       4. Other, please specify


       BASE: At least 1% of works generate revenues (>0% at code 1 at Q26)
Defining Noncommercial                                                                  109



       Q28. Approximately how much money do you earn from your works on an
       annual basis, whether directly, indirectly or a combination of both?

       Select one.

       DO NOT RANDOMIZE
   1. Less than $500 annually
   2. $500 - $999
   3. $999 - $1,999
   4. $2,000 - $4,999
   5. $5,000 - $9,999
   6. $10,000 - $24,999
   7. $25,000 - $49,999
   8. $50,000 - $74,999
   9. $75,000 - $99,999
   10. $100,000 - $199,999
   11. $200,000 -$299,999
   12. $300,000 - $499,999
   13. $500,000 or more annually
   14. I prefer not to answer


       BASE: All respondents
       Q29. If you were to categorize your works, which one of the following categories
       would best describe the majority of them?

       Select one.

       RANDOMIZE
         1. Education
         2. Science
         3. Music
         4. Visual art
         5. Filmmaking/video
         6. Entertainment
         7. Literature
         8. Journalism
         9. Marketing
         10. Other, please specify


       BASE: All Respondents
       Q30. Which of the following best describes your familiarity with and attitude
       toward the principles of “open source” – that is, the principles associated with the
       open source software movement? Select one.
Defining Noncommercial                                                                               110



         If you are not at all familiar with open source principles, please select the last
         answer choice below.

         DO NOT RANDOMIZE
    1.   I am familiar with and embrace open source principles
    2.   I am familiar with but do not necessarily embrace open source principles
    3.   I am familiar with open source principles and do not agree with them
    4.   I am somewhat familiar with but have no opinion of open source principles
    5.   I am not at all familiar with open source principles


         BASE: All Respondents
         Q31. Finally, are you a lawyer or have you had any formal legal training?

         Select one.

    1. Yes, I am a lawyer or have had some formal legal training
    2. No, I am not a lawyer and have had no formal legal training

USE AND PERCEPTION OF CC-NC LICENSES

BASE: Have licensed works using CC licenses (Codes 1 or 3 at Q23)
***Q32. You indicated that you have licensed your own copyrighted work to others. Which, if any, of the
following Creative Commons licenses have you used to license your work?

Select all that apply.

If you cannot recall the license(s) you used, select the last answer choice below.

DO NOT RANDOMIZE
LAST TWO ANSWER CHOICES SHOULD BE SINGLE SELECTS
   1. Attribution (BY)
   2. Attribution Share Alike (BY-SA)
   3. Attribution No Derivatives (BY-ND)
   4. Attribution Noncommercial (BY-NC)
   5. Attribution Noncommercial Share Alike (BY-NC-SA)
   6. Attribution Noncommercial No Derivatives (BY-NC-ND)
   7. I do not recall which CC licenses I have used
   8. None of the above


BASE: Have used CC-NC license (Codes 4-6 at Q32)
         ***Q33. You indicated that you have used a Creative Commons license that
         includes the “Noncommercial” or “NC” term to license your work. Why did you
         choose to license your work for noncommercial use?

         Select all that apply.

         RANDOMIZE
           1. Licensing under the NC term is useful for promoting me and my work
Defining Noncommercial                                                                            111



            2. The NC term allows me to control the right to make money from my works
            3. Creative Commons is a respected “brand”
            4. I trust that Creative Commons licenses are legally enforceable
            5. Association with Creative Commons enhances my image/reputation
            6. I don’t want anyone else to want make money or get a commercial
               advantage from using my work
            7. Other, please specify

BASE: Have used CC-NC license (Codes 4-6 at Q32)
***Q34. Approximately how many works have you licensed using the Creative Commons Noncommercial
or NC license term?

Select one.

    1.   Less than 10
    2.   10 – 49
    3.   50 – 99
    4.   100 – 499
    5.    500 or more

BASE: Have used CC-NC license (Codes 4-6 at Q32)
***Q35. As a licensor, do you have any dissatisfaction with or concerns about the Creative Commons
Noncommercial licenses?

Select all that apply.

If you do not have any dissatisfaction or concerns, select “none of the above” below.

RANDOMIZE
   1. The term is not defined clearly
   2. The term is not defined in enough detail
   3. The term does not capture differences in industries
   4. The term does not capture differences in types of works
   5. The term does not match my personal definition of “noncommercial use”
   6. I am not sure that licensees understand the term the way I do
   7. I am concerned that licensees do not respect the term
   8. None of the above (do not have any dissatisfaction or concerns)
   9. Other, please specify


BASE: Have used CC-NC license (Codes 4-6 at Q32)
***Q36. Have you ever been contacted by someone who wanted to know if a certain use of one of your
CC-NC-licensed works would be acceptable to you?

    1. Yes, I have been contacted to see if a use would be acceptable
    2. No, I have never been contacted
    3. Don’t know/not sure


BASE: All Respondents
*** Q37. Creative Commons licenses define a noncommercial use as any use that is not “primarily
intended for, or directed toward, commercial advantage or private monetary compensation”.

Would you support an effort to potentially refine or redefine the CC-NC term? Select one.
Defining Noncommercial                                                                                   112


    1.   Yes, I would support a change
    2.   No, change is not necessary
    3.   No, change is not desirable
    4.   Not sure


BASE: All Respondents
***Q38. We welcome any additional thoughts or comments you might have on the CC-NC term –
including any that relate directly to potential refinements or redefinitions – in the space provided below.

         OPEN TEXT FIELD LABELED “Be as specific as possible”


CREATIVE COMMONS COMMUNITY

BASE: All Respondents
***Q39. Which of the following best describes your involvement, if any, in the “Creative Commons
community”?

Select one.

         DO NOT RANDOMIZE
    1. I am very involved with Creative Commons and consider myself to be a very active member of
       the Creative Commons community
    2. I consider myself an active member of the Creative Commons community, but I am not as active
       as some others
    3. I occasionally participate in discussions, activities or events associated with Creative Commons,
       but I do not consider myself a member of the Creative Commons community
    4. I have no involvement with the Creative Commons community
    5. I do not think there is a “Creative Commons community”
    6. Not sure/Don’t know how to answer


BASE: Involved in CC Community (Codes 1-3) at Q39
***Q40. In what year did your involvement with the Creative Commons community begin? Select one.
    1. 2001
    2. 2002
    3. 2003
    4. 2004
    5. 2005
    6. 2006
    7. 2007
    8. 2008



         BASE: All Respondents
         CLOSING MESSAGE: That is all the questions we have for you. Thank you for
         your time and consideration.
Defining Noncommercial                                                               113




5.5 Defining “Noncommercial” Study Questionnaire for Users
       The following pages contain the master version of the study questionnaire fielded
       in Phase 3 (users) of empirical research.
Defining Noncommercial                                                                               114




Defining “Noncommercial” Study Questionnaire for Users

NOTE: This is the master version of the questionnaire prepared for the online
quantitative survey of the general U.S. Internet population and the Creative Commons
“Friends and Family” (“CCFF”) open access poll, both fielded in April 2009.
Questionnaire headings, programming instructions and question numbers were not
visible to respondents. Questions presented to CCFF only are indicated by ***. For ease
of reading, most of the CCFF-only questions are grouped at the end of this document.
As indicated, these questions appeared in slightly different order when the poll was
fielded.


SCREENER QUESTIONS

         INTRODUCTION: Thank you for taking this survey. We appreciate your time
         and consideration.

         Please be aware that depending on your response, the survey could take
         anywhere from 15 to 25 minutes to complete. Also, please note that once you
         click the "continue" button on any page of the survey, you will not be able to
         return to previous pages.

Q1. First, please indicate your age:

    1.   Under 18
    2.   18-24
    3.   25-29
    4.   30-34
    5.   35-39
    6.   40-44
    7.   45-49
    8.   50-54
    9.   55+

TERMINATE CODE 1 AFTER Q2


Q2. Please indicate your gender:

    1. Male
    2. Female


TERMINATE IF CODE 1 AT Q1


Q3. In the last 12 months, have you used any online content in any of the following ways?

By “online content” we mean any type of content or creative work that you found online, such as a video,
song, photograph, blog posting, podcast, article or image.

Please think only of online content created by someone else, not any content that you may have created.
Defining Noncommercial                                                                              115




Have you: (Select all that apply)

RANDOMIZE
   1. Accessed any online content (for example, have you viewed, read or listened to any online
       content)
   2. Downloaded any online content just for yourself
   3. Downloaded and shared any online content with others
   4. Remixed or mashed up any online content (that is, made something by combining two or more
       works created by someone else, for example, adding an existing song to existing video footage)
   5. Made a new work incorporating any online content (for example, adding a song or photograph
       made by someone else to a new work that you created)
   6. Made a new work by changing or altering any online content (for example, making a new work
       by changing the lyrics of a song, or re-editing video footage)
   7. Posted or uploaded any online content to a blog, social networking or other type of website
   8. None of the above
   9. Other, please specify

TERMINATE IF CODE 8 OR ONLY CODE 9


Q4. You indicated that you have accessed, shared or used online content in some way.

Which of the following types of online content have you accessed, shared or used?

Select all that apply.

RANDOMIZE
   1. Video or film
   2. Songs or instrumental music
   3. Photographs
   4. Texts or writings (for example, stories, poems, articles)
   5. Images (for example, paintings, drawings, flash animations)
   6. Podcasts
   7. Blogs, online journals or blog postings
   8. Online ratings or reviews of others’ works (for example, movie or music reviews)
   9. Games
   10. Remixes or mash-ups
   11. None of the above
   12. Other, please specify

TERMINATE IF CODE 11 OR ONLY CODE 12

        BASE: All Respondents

SCREEN-OUT MESSAGE: Thank you for participating in our survey today. Unfortunately, your profile
does not correspond to the one we were looking for in this study.
Thanks again!


USERS AS CREATORS

BASE: All respondents
INSTRUCTIONS: Going forward, we will use “content” and “work” or “works” interchangeably.
Unless otherwise indicated, please think only of content created by someone else that you find online,
not content that you create yourself.
Defining Noncommercial                                                                                    116




          BASE: All respondents
          Q5. If you were to categorize the works you find online that you access, share or
          use, which one of the following categories would best describe the majority of
          them?

          Select one.

          RANDOMIZE
    1.    Education
    2.    Science
    3.    Music
    4.    Visual art
    5.    Filmmaking/video
    6.    Entertainment
    7.    Literature
    8.    Journalism
    9.    Marketing
    10.   Other, please specify


BASE: All respondents
Q6. [IF NOT CODES 4, 5 OR 6 AT Q3, ASK] In the last 12 months, have you created any of the
following types of content or works using content created by someone else?

Select all that apply.

If you never create content or works using content created by someone else, select “none of the above”
below.

[IF CODES 4, 5 OR 6 AT Q3, ASK] You indicated that you have remixed, incorporated or altered
content created by someone else. When you perform those activities, which of the following types of
works do you ultimately create?

Select all that apply.

If you never create content or works, select “none of the above” below.

RANDOMIZE
   1. Videos or films
   2. Songs or instrumental music
   3. Photographs
   4. Texts or writings (for example, stories, poems, articles)
   5. Images (for example, paintings, drawings, flash animations)
   6. Podcasts
   7. Blogs, online journals or blog postings
   8. Online ratings or reviews of others’ works (for example, movie or music reviews)
   9. Games
   10. Remixes or mash-ups
   11. Other, please specify
   12. None of the above (do not create content or works)

BASE: Remixers, Incorporators, Alterers of Content (Codes 4, 5 or 6 at Q3)
Q7. Which of the following best describes when, if ever, you give attribution or credit to the original
creators of the content you remix, incorporate and/or alter?
Defining Noncommercial                                                                                    117


Select one.

DO NOT RANDOMIZE
   1. Always give attribution, even when not required or requested
   2. Usually give attribution, even when not required or requested
   3. Give attribution only when required or requested
   4. Rarely give attribution
   5. Never give attribution


BASE: Shared or Reused Content (Codes 3-7 at Q3)
Q8. Do you think users should give attribution or credit to the original creator when they share or use
another’s work?

Select one.

    1.   Yes, attribution should always be given, even when not required or requested
    2.   Yes, attribution should be given when required or requested
    3.   No, attribution should never be required
    4.   Don’t know/Not sure



         BASE: Creators (not “none of the above” at Q6)
         Q9. If you were to categorize the works that you create, which one of the
         following categories would best describe the majority of them?

         Select one.

       RANDOMIZE
1. Education
2. Science
3. Music
4. Visual art
5. Filmmaking/video
6. Entertainment
7. Literature
8. Journalism
9. Marketing
10. Other, please specify


         BASE: Creators (not “none of the above” at Q6)
         Q10. How, if at all, do you share online the works that you create? Please think
         of all the different types of works you create when answering this question.

         If you never share online the works you create, select “None of the above.”

Select all that apply.

RANDOMIZE
   1. Post to my own blog or website
   2. Post to a blog or website run by someone else
Defining Noncommercial                                                                                 118


   3.    Post to a website that hosts a variety of user-generated content, such as Flickr or YouTube
   4.    Post to a social networking website, such as Facebook or MySpace
   5.    Share via a peer-to-peer (P2P) network
   6.    Send via email, in the email itself, or as an attachment or in a link
   7.    Send via an email group or listserv, in the email itself, or as an attachment, or in a link
   8.    Send via an instant message or "chat" message, in the message itself, or as a link
   9.    Send via micro-blog, such as Twitter
   10.   None of the above (do not share works I create online)
   11.   Other, please specify



         BASE: All respondents
         Q11. Now, please think of all the works you find online that you access, share
         or use, and all of the works that you create (if any, and regardless whether you
         share them online). Do you consider yourself:

   1.    Exclusively a user of works
   2.    Primarily a user of works
   3.    Equally a user and creator of works
   4.    Primarily a creator of works, but also a user
   5.    Other, please specify


         BASE: All respondents
         Q12. You indicated that you consider yourself [PIPE RESPONSE IN UC5]. Do
         you generally consider yourself an amateur or professional in this role?

         Select one.

         DO NOT RANDOMIZE
   1. Amateur
   2. Professional
   3. Both or neither, please explain

         ERROR MESSAGE: “Please explain your answer.”


         BASE: All respondents
         Q13. Would you use any of these terms to help describe your involvement with
         the content you use and/or create?

         Select all that apply.

         If none of these terms characterize your involvement, select “none of the above.”

      RANDOMIZE
   1. Remixer
   2. Sampler
Defining Noncommercial                                                                                   119



    3.   Mediator
    4.   Intermediary
    5.   Curator
    6.   Repurposer
    7.   Contributor
    8.   None of the above
    9.   Other, please specify

BASE: All respondents
Q14. Do you have any concerns about accessing, sharing or using works created by other people?

Rate each of the following potential concerns on the 7-point scale below where “7” means “Strongly
Agree” and “1” means “Strongly Disagree.”
Select one in each row.

If you “can’t say,” or a reason does not apply to the online content you use, select the last column (“Can’t
Say/Not Applicable”).

RANDOMIZE                                                                   STRONGLY
                                                                            DISAGREE          CAN’T
                             STRONGLY                                                        SAY/NOT
                                AGREE                                                       APPLICABLE
                                 7             6          4
                                                    5          3    2           1
1. Someone may not
   want me to download
   and keep a copy of
   their work
2. Someone may not
   want me to further
   distribute their work
   or share it with
   anyone else

3. I may use someone’s
   works for a purpose
   they would find
   objectionable

4. Someone may object
   to my making money
   from my use of their
   work

5. Someone may not
   want me to change or
   alter their work in any
   way

6. Someone may not
   want me to include
   their work in a
   collection or
   aggregation of other
   content
Defining Noncommercial                                                                             120




7. The creator of a work
   I use may want some
   form of credit or
   attribution, and I may
   not want to do that, or
   may not know how to
   do that



COMMERCIAL USE V. NONCOMMERCIAL USE

         BASE: All respondents
Q15. Imagine you were interested in using someone else’s work, and the creator of that work would allow
you to do so, but not for commercial use, only for noncommercial use. Would you understand what you
were allowed to do with the work?

We are interested in how you would define the difference between a “commercial use” of someone’s
work and a “noncommercial use” of someone’s work. Please type your definition in the space provided.

         Please do not consult other sources to answer this question! We want to know
         what you think the difference is between commercial use and noncommercial
         use — in your own words, at this moment.

         If you cannot define the difference, check the box labeled “Don’t Know” below.

         OPEN END TEXT FIELD LABELLED “Type in your definition”
         INCLUDE CHECK BOX: “DON’T KNOW”


         BASE: Can define difference (Box NOT checked at Q15)
Q16. Do you think other people understand the difference between commercial use and noncommercial
use in the same way you do?

Select one.

DO NOT RANDOMIZE

    1.   Yes
    2.   Yes, most do
    3.   Yes, many do
    4.   Yes, some do
    5.   No, many do not
    6.   No, most do not
    7.   No
    8.   Not sure


         BASE: Can define difference (Box NOT checked at Q15)
Q17. Are you aware of any law that defines a difference between commercial use and noncommercial
use?

Select one.
Defining Noncommercial                                                                                  121


DO NOT RANDOMIZE
   1. Yes
   2. No
   3. Not sure



        BASE: Aware of law (Code 1 at Q17)
Q18. Please describe, in your own words, the law that defines commercial use and noncommercial use.

OPEN TEXT FIELD LABELLED “Be as specific as possible”


BASE: All CCFF respondents
***Q18A. Please select your legal jurisdiction from the drop-down list of countries below.

DROP-DOWN MENU OF ALL COUNTRIES


GATEKEEPING EXERCISE

BASE: All respondents
Q19. Continue to imagine you were interested in using someone else’s works. Each of the statements
below describes a possible scenario.

For each statement, please indicate whether you think the statement means the proposed use would be
definitely a commercial use or definitely a noncommercial use.

If it would depend or you can’t say, select the third column for that row.

If you don’t know, select the last column for that row.

Please complete the exercise to the best of your ability, based on what you think the difference is
between commercial use and noncommercial use. Again, please do not consult other sources.

Some statements refer to a “not-for-profit organization”. By “not-for-profit organization”, we mean any
organization that exists primarily for some reason other than to make a profit. A religious organization,
school or hospital might be an example of a not-for-profit organization.

Select one in each row.

  PIPE RANDOM GROUP OF EIGHT STATEMENTS PER EACH RESPONDENTS FROM THE LIST
                 BELOW (TOTAL N=~500 FOR EACH RESPONDENT)

RANDOMIZE                                        DEFINITELY A               IT WOULD            DON’T
                                               NONCOMMERCIAL                 DEPEND/            KNOW
SHOW TOTAL OF             DEFINITELY A               USE
EIGHT (8)                    COMMERCI                                      CAN’T SAY
STATEMENTS                     AL USE
Defining Noncommercial   122




1. You would make
   money from the
   sale of a copy of
   the work

2. You would make
   money from the
   use of the work
   in some way


3. You would make
   money from the
   use of the work,
   but only enough
   to cover costs of
   copying and
   distributing the
   work

4. You would not
   make any money
   from the use of
   the work


5. You would use
   the work online
   and advertising
   would appear
   around or in
   connection with
   it — and you
   would make
   money from the
   ads

6. You would use
   the work online
   and advertising
   would appear
   around or in
   connection with
   it — and you
   would make
   money from the
   ads, but only
   enough to cover
   the cost of
   hosting the
   website


7. You would use
   the work on a
   splog or “zombie
   website” that
   exists only to
   artificially
   generate traffic
Defining Noncommercial                                                                                      123




ANCHOR POINT ALLOCATION EXERCISE

BASE: All respondents
Q20. Now we’d like to ask you to evaluate some similar statements about how you might use a work
created by someone else. This time, we would like you to enter a number on a scale of 100 to 1,
where:

100 means you think the proposed use would be “Definitely A Commercial Use”

and

1 means you think the proposed use would be “Definitely A Noncommercial Use”.
Please read each statement and then enter a number in the space provided. Assume this is all the
information available. (In the next phase of this exercise, you will be presented with more information.)

Please complete the exercise to the best of your ability, based on what you think the difference is
between commercial use and noncommercial use.

If you cannot enter a number based on the information provided, check the box in the column labeled
“Don’t Know/Can’t Say.”

Enter a whole number.


                                        GRID WITH 2 COLUMNS:

  COLUMN ONE (SEE BELOW): OPEN NUMERIC FIELDS. WHOLE NUMBERS ONLY BETWEEN 1
                                   AND 100

                              COLUMN TWO (SEE BELOW): CHECK BOXES

FOR EACH ANSWER CHOICE, RESPONDENTS MUST ENTER WHOLE NUMBER IN COLUMN ONE
                          OR CHECK BOX IN COLUMN 2

        RANDOMIZE                                                                          DON’T KNOW/
                                        ENTER A WHOLE NUMBER FROM 100 =                     CAN’T SAY
                                      “DEFINITELY A COMMERCIAL USE” TO 1 =
                                       “DEFINITELY A NONCOMMERCIAL USE”

1. You would make money
   from the use of the work

2. You would use the work
   online and advertisements
   would appear around or in
   connection with it

3. You would use the work as
   an individual

4. You would use the work on
   behalf of an organization

5. You would use the work for
   a charitable purpose or to
   promote a social or public
   good
Defining Noncommercial                                                                                124


                          EVERY RESPONDENT WILL RATE TWO DRILL-DOWNS:

            HALF OF RESPONDENTS WILL RATE Q21A (MAKE MONEY FROM USE OF WORK)

                   OTHER HALF WILL RATE Q21B (USED ONLINE WITH ADVERTISING)

              OTHERS (Q21C, Q21D, AND Q21E WILL BE DISTRIBUTED RANDOMLY)

  GIVE PREFERENCE TO DRILL-DOWN STATEMENTS THAT RECEIVE A SCORE IN COLUMN 1
         OVER “DON’T KNOW/CAN’T SAY”, SEND TO LOWEST INCIDENCE GROUP

ANCHOR POINT PIPES FOR Q21A-E:

PIPE FOR Q20, Code 1: if you would make money from the use of the work
PIPE FOR Q20, Code 2: if you would use the work online and advertisements would appear around
or in connection with it
PIPE FOR Q20, Code 3: if you, as an individual, would use the work
PIPE FOR Q20, Code 4: if you would use the work on behalf of an organization
PIPE FOR Q20, Code 5: if you would use the work for a charitable purpose or to promote a social or
public good

BASE: All Respondents
Q21A-E. [IF NUMBER GIVEN IN COL. 1 AT CODE X OF Q20] You indicated that, [PIPE], your score
would be [INSERT SCORE FROM CODE X OF Q20] on a 100-point scale where 100 means “Definitely
A Commercial Use”, and 1 means “Definitely A Noncommercial Use”.

Below is another group of statements, each of which includes some additional information describing the
proposed use of the work. Please read each statement carefully.

For each statement, in the space provided, please enter a number on a scale of 100 to 1, where:

100 = "Definitely A Commercial Use"

and

1 = "Definitely A Noncommercial Use"

If you cannot enter a number based on the information provided, check the box in the column labeled
"Don't Know/Can't Say."

Please enter a whole number.

[IF NUMBER NOT GIVEN IN COL. 1 AT CODE X OF Q20 (“DON’T KNOW” IS CHECKED)] Below is
another group of statements, each of which includes some additional information describing the proposed
use of someone else’s work. Please read each statement carefully.

For each statement, in the space provided, please enter a number on a scale of 100 to 1, where:

100 = “Definitely A Commercial Use”

and
1 = “Definitely A Noncommercial Use”.

If you cannot enter a number based on the information provided, check the box in the column labeled
“Don’t Know/Can’t Say.”

Enter a whole number.


                                       GRID WITH 2 COLUMNS:
Defining Noncommercial                                                                              125




                 COLUMN ONE (SEE BELOW): OPEN NUMERIC FIELDS
   IF RESPONDENT GAVE NUMBER AT CODE 1 AT Q20, INCLUDE NUMBER IN FIELDS AS
DEFAULT, IF RESPONDENT DID NOT GIVE NUMBER, LEAVE FIELDS BLANK TO BEGIN, WHOLE
                       NUMBERS ONLY BETWEEN 1 AND 100

                           COLUMN TWO (SEE BELOW): CHECK BOXES

FOR EACH ANSWER CHOICE, RESPONDENTS MUST ENTER WHOLE NUMBER IN COLUMN ONE
                          OR CHECK BOX IN COLUMN 2


                                   ENTER A WHOLE NUMBER
                                   FROM 100 = "DEFINITELY A
        RANDOMIZE                  COMMERCIAL USE" TO 1 =               DON’T KNOW/CAN’T SAY
                                       "DEFINITELY A
                                    NONCOMMERCIAL USE"

INSERT APPROPRIATE SET
OF ANSWER CHOICES (SEE
BELOW)


Q21A – IF CODE 1 AT Q20 (MAKES MONEY FROM WORK), INSERT AT Q21A-E:

   1. You intend to make money from selling a copy of someone else’s work
   2. You would make money from selling a copy of someone else’s work
   3. You would make money by selling something that includes someone else’s work (for example,
   you sell a video that includes music created by someone else)
   4. You would use someone else’s work in a profit-making venture, and the entire work or “the
   heart” of the work would be used
   5. You would use someone else’s work in a profit-making venture, and only a small part of the
   work would be used
   6. You would use someone else’s work in a profit-making venture, and the work would be
   changed or altered to a considerable degree
   7. You would use someone else’s work on behalf of a not-for-profit organization that would make
   money from the use of the work, but only enough to cover the costs of copying and distributing
   the work (for example, you would use someone else’s work in a manual about emergency medical
   care, which the not-for-profit organization sells for just enough to cover the costs of copying and
   distributing the manual)
   8. You would use someone else’s work on behalf of a for-profit company that would make money
   from the use of the work, but only enough to cover the costs of copying and distributing the
   work (for example, you would use someone else’s work in course materials for a for-profit school that
   charges tuition, but the students are charged only the cost of copying and distributing the course
   materials)
   9. You would use someone else’s work on behalf of a not-for-profit organization that would make
   money from the use of the work, enough to cover the costs of copying and distributing the work,
   and also some operating costs (for example, you would use someone else’s work in a manual
   about emergency medical care, which a not-for-profit organization sells for enough to cover the costs
   of copying and distributing the manual, and pay some staff salaries)
   10. You would use someone else’s work on behalf of a not-for-profit organization that would make
   money from the use of the work, enough to contribute to its endowment fund
   11. You would use someone else’s work on behalf of a for-profit company that would make money
   from the use of the work, and would donate all the money it makes to a not-for-profit organization
   12. You would not make money directly from the use of the work, but you would use the work to
   promote you or your own work (for example, you use a photograph on posters to promote your
   own concert or on the cover of a CD containing your music)
Defining Noncommercial                                                                                 126




Q21B – IF CODE 2 AT Q20 (ONLINE WITH ADVERTISING), INSERT AT Q21A-E:

     1. You would use someone else’s work on a blog or webpage that is supported by advertising, and
     you would not make any money directly from the advertising
     2. You would use someone else’s work on a blog or webpage with advertising, and you would
     make money from the advertising — just enough to cover your costs of putting the work online
     (for example, the cost of hosting a website)
     3. You would use someone else’s work on a blog or webpage with advertising, and you would
     makes money from the advertising — enough to turn a profit
     4. You would use someone else’s work on a splog or “zombie” website — websites that exist only
     to artificially generate traffic and revenues from pay-per-click advertising
     5. You would post someone else’s work on an aggregator website which hosts millions of works
     (such as YouTube or MySpace), and which makes money from the advertising because of the high
     volume of traffic it attracts
     6. You would use someone else’s work on behalf of a not-for-profit organization for the
     organization’s website, and the organization would make enough money from advertising to cover
     the costs of hosting the website
     7. You would use someone else’s work on behalf of a not-for-profit organization for the
     organization’s website, and the organization would make enough money from advertising on the
     website to help cover the organization’s operating costs
     8. You would use someone else’s work on behalf of a for-profit company for the company’s website
     that would donate all the money it makes from advertising on the website to a not-for-profit
     organization
     9. You would use someone else’s work to advertise another product for sale (for example, you
     would use someone else’s photograph of people playing sports would be used to advertise your
     energy drink)


Q21C – IF CODE 3 AT Q20 (AN INDIVIDUAL), INSERT AT Q21A-E:

1. You, as an individual, would use someone else’s work for personal or private purposes (for
     example, you would use the work at home, or in the company of a few friends)
2. You, as an individual, would share the work on a website that restricts access (visitors are required
     to log-in)
3.   You, as an individual, would share the work on a website with anyone you specifically allow (for
     example, your friends on a social networking site)
4.   You, as an individual, would share the work on a blog or on a website that anyone can access
5.   You would use someone else’s work as an individual who is an amateur who does not make a
     living from the product or activity (for example, you would use someone else’s photograph to
     illustrate a personal blog about your hobbies)
6.   You would use someone else’s work as an individual who is a professional who makes a living
     from the product or activity, but you do not make money directly from use of the work (for
     example, you are a filmmaker who includes someone else’s video in a film you distribute for free)
7.   You would use someone else’s work as an individual who is a professional who makes a living
     from the product or activity for which someone else’s work is used (for example, you use the video in
     a documentary film that you sell)
8.   You are a competitor to the creator of the work you use


Q21D – IF CODE 4 AT Q20 (AN ORGANIZATION), INSERT AT Q21A-E:

1. You use someone else’s work on behalf of a small for-profit company that has yet to turn a profit
2. You use someone else’s work on behalf of a large for-profit company
3. You use someone else’s work on behalf of a for-profit company, and the work would be shared with
     a small group of employees
Defining Noncommercial                                                                               127



4. You use someone else’s work on behalf of a for-profit company, and the work would be shared with
     the entire company
5. You would use the work for course materials in a school — a not-for-profit organization that does
     not charge tuition
6. You would use the work for course materials in a school — a not-for-profit organization that
     charges tuition
7.   You use someone else’s work on behalf of a not-for-profit organization which uses the work to raise
     money to sustain its operations
8.   You use someone else’s work on behalf of a not-for-profit organization to raise money for its
     endowment fund
9.   You use someone else’s work on behalf of a government or state-run entity


Q21E – IF CODE 5 AT Q20 (CHARITABLE, SOCIAL GOOD), INSERT AT Q21A-E:

     1. You would use someone else’s work on behalf of a not-for-profit organization
     2. You would use someone else’s work on behalf of a for-profit company for a charitable purpose
     (for example, to raise money to donate to a disaster relief fund)
     3. You would use someone else’s work on behalf of a not-for-profit organization for a charitable
     purpose that you strongly support
     4. You would use someone else’s work on behalf of a for-profit company for a charitable purpose
     that you strongly support
     5. You would use someone else’s work on behalf of a not-for-profit organization for a purpose that
     the creator would find objectionable
     6. You would use someone else’s work on behalf of a for-profit company for a purpose that the
     creator would find objectionable
     7. You would use someone else’s work on behalf of a private for-profit school, for a fundraiser
     8. You would use someone else’s work on behalf of a public not-for-profit school, for a fundraiser
     9. You would use someone else’s work in free educational materials distributed to the public by a
     for-profit company, which would receive favorable publicity from this activity
     10. You would use someone else’s work in free educational materials distributed to the public by a
     for-profit company, which would receive a tax deduction from this activity
     11. You would use someone else’s work on behalf of a government or a state-run entity


        BASE: Can define difference (Box NOT checked at Q15)
Q22. Thank you for completing this exercise. Earlier, you described the difference between a
commercial use and a noncommercial use of someone else’s work as:

PIPE ANSWER FROM Q15

Having completed this exercise, would you change your definitions of commercial use and/or
noncommercial use? Or would they stay the same? Select one.

DO NOT RANDOMIZE
   1. Yes, I would change my definitions
   2. No, I would not change my definitions
   3. Don’t know/Not sure


BASE: Definition changed (Code 1 at Q22)
Q23. How would you define the difference between commercial use and noncommercial use now?
Please describe.
Defining Noncommercial                                                                                128


OPEN-END TEXT FIELD



        BASE: Can define difference (Box NOT checked at Q15)
Q24. What if “noncommercial use” meant any use that is not primarily intended for, or directed
toward, commercial advantage or private monetary compensation?

Do you think this definition is:

DO NOT RANDOMIZE
   1. Essentially the same as your definition of noncommercial use
   2. Different from but still compatible with your definition of noncommercial use
   3. Different from and incompatible with your definition of noncommercial use
   4. Don’t know/Not sure


        BASE: Say definition is different and incompatible (Code 3 at Q24)
Q25. You indicated that your definition of noncommercial use is different from and incompatible with
“any use that is not primarily intended for, or directed toward, commercial advantage or private monetary
compensation”.

Why is your definition different from and incompatible with this one? Please explain.

OPEN-END TEXT FIELD


COPYRIGHT and LICENSING QUESTIONS

        BASE: All Respondents
Q26. Are any of the works you used in the last 12 months copyrighted? Select one answer.

        DO NOT RANDOMIZE
    1. Yes, some or all of them are copyrighted
    2. No, none of them are copyrighted
    3. Don’t know/Not sure



        BASE: All Respondents
Q27. Have you ever been involved with licensing copyrighted works or content?

Select the one answer that best describes your experience.

        DO NOT RANDOMIZE
    1. Yes, I have licensed my own copyrighted work to others
    2. Yes, I have licensed copyrighted work from others
    3. Yes, I have licensed my own copyrighted work to others, and I have licensed copyrighted work
       from others
    4. No, I have not been involved with licensing any copyrighted work or content
    5. Don’t know/Not sure
    6. Other, please specify


BASE: Used works are copyrighted (Code 1 at Q26)
Q28. How have the copyrighted works of others that you have used been licensed? Please select all
that apply.
Defining Noncommercial                                                                                   129




RANDOMIZE
LAST ANSWER CHOICE SHOULD REMAIN AT THE BOTTOM
   1. Works were licensed under a free public license available online
   2. Works were licensed with a standard license that the creator prefers to use for all his/her works
   3. I have used a license written specifically for use of a specific work, or for a specific use of that
      work
   4. A lawyer helped me get a license to use works
   5. I have provided a license form to the creator whose work I used
   6. Works were not licensed
   7. I did not seek or acquire a license to use the works
   8. Don’t know/Not sure

BASE: License works (NOT Codes 6 or 7 or 8 at Q28)
***Q29. Thinking of all the works that you have shared online and licensed as 100%, what percent have
you licensed in each of the following ways?
Enter a percent for each approach listed below. Your answers must total 100%.

TOTAL SUM CALCULATOR

PIPE SELECTS AT Q28:
(FOR CODE 1): Free public license available online
(FOR CODE 2): Standard license preferred by creator
(FOR CODE 3): License drafted specifically for that work or use
(FOR CODE 4): Helped by a lawyer
(FOR CODE 5): License provided by me (the licensee)

SHOW IN SAME ORDER AS Q28
DEFAULT = 0%
IF ONLY ONE ANSWER SELECTED AT Q28, AUTO-PUNCH 100%


[***Q35-Q45 APPEARED HERE]


PROFILING VARIABLES

        BASE: All respondents
        Q30. Thinking of all your uses of others’ works as 100%, approximately what
        percent of these uses generate revenue — that is, what percent of the uses you
        make of others’ works earn you money?

        Enter the percents in the spaces provided. Your answers must total 100%.

Enter a whole number.

        DO NOT RANDOMIZE
        TOTAL SUM CALCULATOR
        % SIGNS BESIDE OPEN NUMERIC FIELDS
        DEFAULT = 0%

    1. Percent of works that generate revenue
    2. Percent of works that do not generate any revenue
Defining Noncommercial                                                                     130




        BASE: At least 1% of works generate revenues (>0% at code 1 at Q30)
        Q31. You indicated that some or all of the uses you make of others’ works
        generate revenue. How do you earn money from these uses of others’ works?

        Select all that apply.

        DO NOT RANDOMIZE
   1.   I earn money from the use of others’ works directly (for example, from the sale
        of products, downloads, or merchandise, or by displaying or performing those
        works work at events)
   2.   I earn money from the use of others’ works indirectly, from advertising that
        appears online around or in connection with those work
   3.   I earn money from the use of others' works by aggregating those works online
   4.   Other, please specify


        BASE: At least 1% of works generate revenues (>0% at code 1 at Q30)
        Q32. Approximately how much money do you earn from the works on an
        annual basis, whether directly, indirectly or a combination of both?

        Select one.

       DO NOT RANDOMIZE
   1. Less than $500 annually
   2. $500 - $999
   3. $1,000 - $1,999
   4. $2,000 - $4,999
   5. $5,000 - $9,999
   6. $10,000 - $24,999
   7. $25,000 - $49,999
   8. $50,000 - $74,999
   9. $75,000 - $99,999
   10. $100,000 - $199,999
   11. $200,000 -$299,999
   12. $300,000 - $499,999
   13. $500,000 or more annually
   14. I prefer not to answer


        BASE: All Respondents
        Q33. Which of the following best describes your familiarity with and attitude
        toward the principles of “open source” — that is, the principles associated with
        the open source software movement? Select one.
Defining Noncommercial                                                                                  131



         If you are not at all familiar with open source principles, please select the last
         answer choice below.

         DO NOT RANDOMIZE
    1.   I am familiar with and embrace open source principles
    2.   I am familiar with but do not necessarily embrace open source principles
    3.   I am familiar with open source principles and do not agree with them
    4.   I am somewhat familiar with but have no opinion of open source principles
    5.   I am not at all familiar with open source principles


         BASE: All Respondents
         Q34. Finally, are you a lawyer or have you had any formal legal training?

         Select one.

    1. Yes, I am a lawyer or have had some formal legal training
    2. No, I am not a lawyer and have had no formal legal training

USE AND PERCEPTION OF CC-NC LICENSES

***INTRODUCTION [SHOW CCFF SAMPLE ONLY]: Last fall, we conducted a related survey for
Creative Commons that examined perceptions among creators of content. A few of the following
questions are identical to questions asked in that earlier survey. Please answer the questions again,
even if you answered them last time.

BASE: Have licensed works using CC licenses (Codes 1 at Q28)
***Q35. Which, if any, of the following Creative Commons licenses have been associated with the works
you have accessed, shared or used?

Select all that apply.

If you cannot recall the license(s) that were used, select the last answer choice below.

DO NOT RANDOMIZE
LAST TWO ANSWER CHOICES SHOULD BE SINGLE SELECTS
   1. Attribution (BY)
   2. Attribution Share Alike (BY-SA)
   3. Attribution No Derivatives (BY-ND)
   4. Attribution Noncommercial (BY-NC)
   5. Attribution Noncommercial Share Alike (BY-NC-SA)
   6. Attribution Noncommercial No Derivatives (BY-NC-ND)
   7. None of the above/I do not recall which CC licenses were used


BASE: Have used CC-NC licensed works (Codes 4-6 at Q35)
         ***Q36. You indicated that you have accessed, shared or used works licensed
         with a Creative Commons license that includes the “Noncommercial” or “NC”
         term.
Defining Noncommercial                                                              132



       Below is a list of statements about Creative Commons, the noncommercial
       license or your use of others’ works.

       Do you generally agree or disagree with each of the following statements? Select
       one in each row.



            RANDOMIZE                  GENERALLY         GENERALLY          DON’T
                                          AGREE              DISAG             KNO
                                                              REE              W/N
                                                                                OT
                                                                               SUR
                                                                                E
Defining Noncommercial                                                                        133




1. Creators who license their works
   for noncommercial use allow
   almost any use that promotes
   them or their work


2. Creators who license their works
   for noncommercial use don’t want
   anyone else to make money from
   the works
3. Creative Commons is a
   respected “brand”
4. I trust that Creative Commons
   licenses are legally enforceable

5. Using works with Creative
   Commons licenses enhances my
   image/reputation

6. I don’t want to make money or
   get a commercial advantage from
   using someone else’s work
7. I use Creative Commons licenses
   on works I create, so I like to use
   others’ CC-licensed works
8. It is safer to use a work with a
   CC-NC license than to use an
   unlicensed work
9. I wasn’t sure if my use would be
   considered a fair use, but
   because the work had an NC
   license, I didn’t worry about it
10. It doesn’t make any difference if a
    work is licensed for
    noncommercial use, I feel free to
    use any CC-licensed work I want
    to for any purpose, including
    commercial purposes



BASE: Have used CC-NC licensed works (Codes 4-6 at Q35)
***Q37. Approximately how many works have you used that are licensed using the Creative Commons
Noncommercial or NC license term?

Select one.
Defining Noncommercial                                                                                  134




    1.   Less than 10
    2.   10 - 49
    3.   50 - 99
    4.   100 - 499
    5.   500 or more


BASE: Have used CC-NC licensed works (Codes 4-6 at Q35)
***Q38. As a licensee, do you have any dissatisfaction with or concerns about the Creative Commons
Noncommercial licenses?

Select all that apply.

If you do not have any dissatisfaction or concerns, select “none of the above” below.

RANDOMIZE
   1. The term is not defined clearly
   2. The term is not defined in enough detail
   3. The term does not capture differences in industries
   4. The term does not capture differences in types of works
   5. The term does not match my personal definition of “noncommercial use”
   6. I am not sure that licensors (creators) understand the term the way I do
   7. None of the above (do not have any dissatisfaction or concerns)
   8. Other, please specify


BASE: Have used CC-NC license (Codes 4-6 at Q35)
***Q39. Have you ever contacted a creator of a CC-NC-licensed work to find out whether a certain use of
the work would be acceptable?

    1. Yes, I have contacted a creator of a CC-NC-licensed work to find out whether a certain use would
       be acceptable
    2. No, I have never contacted a creator of a CC-NC-licensed work to find out whether a certain use
       would be acceptable
    3. Don’t know/not sure


BASE: Has contacted creator (Code 1 at P6)
***Q40. You indicated that you have contacted a creator of a CC-NC licensed work to find out whether a
certain use would be acceptable.

What did the use(s) entail and why did you feel it necessary to contact the creator? Please describe.

OPEN-END TEXT FIELD


BASE: All Respondents
*** Q41. Creative Commons licenses define a noncommercial use as any use that is not “primarily
intended for, or directed toward, commercial advantage or private monetary compensation”.

Would you support an effort to potentially refine or redefine the CC-NC term?

Select one.

    1.   Yes, I would support a change
    2.   No, change is not necessary
    3.   No, change is not desirable
    4.   Not sure
Defining Noncommercial                                                                                  135




BASE: Would support change in CC-NC term (Code 1 at Q41)
***Q42. You indicated that you would support an effort to potentially refine or redefine the CC-NC term.
Can you suggest specific ways to refine or redefine the term itself? If so, please describe.

If you do not have ideas on how to refine or redefine the term, check the box labeled “Don’t Know.”

OPEN END TEXT FIELD
INCLUDE CHECK BOX “DON’T KNOW”


BASE: All Respondents
***Q43. We welcome any additional thoughts or comments you might have on the CC-NC term —
including any that relate directly to potential refinements or redefinitions — in the space provided below.

        OPEN TEXT FIELD LABELED “Please be as specific as possible”.
        ADD CHECK BOX: No additional comment


CREATIVE COMMONS COMMUNITY

BASE: All Respondents
***Q44. Which of the following best describes your involvement, if any, in the “Creative Commons
community”?

Select one.

        DO NOT RANDOMIZE

    7. I am very involved with Creative Commons and consider myself to be a very active member of
        the Creative Commons community
    8. I consider myself an active member of the Creative Commons community, but I am not as active
        as some others
    9. I occasionally participate in discussions, activities or events associated with Creative Commons,
        but I do not consider myself a member of the Creative Commons community
    10. I have no involvement with the Creative Commons community
    11. I do not think there is a “Creative Commons community”
    12. Not sure/Don’t know how to answer


BASE: Involved in CC Community (Codes 1-3) at CC1
***Q45. In what year did your involvement with the Creative Commons community begin? Select one.
    1. 2001
    2. 2002
    3. 2003
    4. 2004
    5. 2005
    6. 2006
    7. 2007
    8. 2008



        BASE: All Respondents
CLOSING MESSAGE: That is all the questions we have for you. Thank you for your time and
consideration.
Defining Noncommercial                                                            136




5.6 Defining “Noncommercial” Study Data Graphs
       The following pages contain data graphs produced for this study that are
       reproduced or referenced in the narrative of the Report.
      Appendix 5.6
Defining Noncommercial
      Data Graphs

              September 2009




 This Appendix is published under the Creative Commons Attribution 3.0
 Unported license http://creativecommons.org/licenses/by/3.0/
Phase 2 – Content Creators




                         Male 48%                          Female 52%




      Completed Surveys (Male):     511 (51%)   Completed Surveys (Female):   489 (49%)



Defining Noncommerical                                                             Appendix 5.6 – 2
Phase 3 – Content Users




                         Male 49%                          Female 51%




      Completed Surveys (Male):     533 (53%)   Completed Surveys (Female):   472 (47%)



Defining Noncommerical                                                             Appendix 5.6 – 3
Profile of U.S. Content Creators and Users
• Photos are the most common type of online content created, accessed, shared
  or used


         Q: In the last 12 months, which of the following types of online content have you created / accessed, shared
         or used?




                                                                                         There are far more users of images,
                                                                                        videos, music and games than there
                                                                                        are creators of these types of content




                                                                                                                 Base: All Respondents
                                                                                                         U.S. Content Creators (n=1000)
                                                                                                           U.S. Content Users (n=1006)


Defining Noncommerical                                                                                              Appendix 5.6 – 4
 Profile of U.S. Content Creators and Users
 • Over 8 in 10 content creators and users are amateurs



    Q: Do you generally consider yourself an amateur or professional [creator/user of content]?



      U.S. Content                                                                U.S. Content
      Creators                                                                    Users




Base: All Respondents                                                                             Base: All Respondents
n=1000                                                                                                          n=1006



 Defining Noncommerical                                                                               Appendix 5.6 – 5
 Profile of U.S. Content Creators and Users
 • While creators create many categories of works, users categorize more than half of
   the works they use as either “entertainment” or “music”

         Q: If you were to categorize your works / the works you find online that you access, share or use, which one of the
         following categories would best describe the majority of them?


      U.S. Content                                                                 U.S. Content
      Creators                                                                     Users




Base: All Respondents                                                                                             Base: All Respondents
n=1000                                                                                                                           n=1006

 Defining Noncommerical                                                                                              Appendix 5.6 – 6
Sample Characteristics and Profile of U.S. Content Creators
• Over 8 in 10 creators have shared their works online




                                                            Non-Web Native Content Types
    Q: Have you shared any of the following works online?




                                                                     Photos are the most common type of
                                                                    content shared online (notwithstanding
                                                                             web-native content)




                                                                                 Base: All Respondents
                                                                                               n=1000



Defining Noncommerical                                                                    Appendix 5.6 – 7
Sample Characteristics and Profile of U.S. Content Creators
• Game-makers and podcasters share online most frequently


Q: Approximately how often do you share each type of work online?




                                                                    Base: Share works online
                                                                          n varies (38 to 597)

Defining Noncommerical                                                        Appendix 5.6 – 8
Content Types and Sharing Works Online
• Email and social networking sites are the most common ways creators share
  their works online



 Q: When you share your works online, how do you typically do that?




                                                                                          Mean Number of Ways
                                                                                       Creators Share Online: 2.8




                                                              Those who share works online in multiple ways tend to be younger
                                                           (18-29); make podcasts, mash-ups and ratings/reviews; have copyrighted
                                                                    materials and to make money from the works they create

                                                                                                  Base: Share works online
                                                                                                                   n=824


Defining Noncommerical                                                                                                  Appendix 5.6 – 9
Sample Characteristics and Profile of Users
 • 9 in 10 users who create works share the works they create online, most via
   email or on social networking sites



      Q: How, if at all, do you share online the works that you create?




Base: Creators                                                            Base: Creators who share works online
n=440                                                                                                   n=396



 Defining Noncommerical                                                                    Appendix 5.6 – 10
Content Types and Sharing Works Online
• 6 in 10 creators “always” or “usually” control who can access the content they
  share online



  Q: Which of the following best describes how, if at all, you control who can access your works when you share
  them online?




                                                                4 in 10 “usually” or “always” share their content with anyone online




                                                                                                                  Base: Share works online
                                                                                                                                   n=824



Defining Noncommerical                                                                                                   Appendix 5.6 – 11
Sample Characteristics and Profile of Users
• Photos are the most common type of work accessed, shared or used by
  content users



         Q: In the last 12 months, which of the following types   Q: If you were to categorize the works you find online that
         of online content have you accessed, shared or used?     you access, share or use, which one of the following
                                                                  categories would best describe the majority of them?




                                                                                          Most users classify their works as
                                                                                              Entertainment or Music




                                                                                                          Base: All Respondents
                                                                                                                        n=1006


Defining Noncommerical                                                                                          Appendix 5.6 – 12
Sample Characteristics and Profile of Users
• Over 8 in 10 content users access content online, while only 1 in 10 make
  new works by incorporating, mixing or changing another work



          Q: In the last 12 months, have you used any online content in any of the following ways? Select all that apply.




                                                                                                              Average Number of
                                                                                                              Ways Users Access,
                                                                                                              Share or Use Works

                                                                                                                   2.8
                                                                  Those who use content in more ways are
                                                                  more likely to be 18-29 year-olds, males,
                                                                  creators of mash-ups, professionals, earn
                                                                    money from uses of others’ works, are
                                                                          creators and users equally
                                                                                                                   Base: All Respondents
                                                                                                                                n=1006




Defining Noncommerical                                                                                                    Appendix 5.6 – 13
Sample Characteristics and Profile of Users
• Photos are the most common type of work created by content users




         Q: In the last 12 months, have you created any of the   Q: If you were to categorize your works, which one
         following types of works or content using content       of the following categories would best describe the
         created by someone else?                                majority of them?




                                                                                           Most users classify the works
                                                                                           they create as Entertainment,
                                                                                                Music or Visual Art




                                                                                                      Base: All Respondents
                                                                                                                   n=1006


Defining Noncommerical                                                                                      Appendix 5.6 – 14
Revenues and Licensing of Works
• Only 1 in 5 creators say they have copyrighted works or have been involved
  in licensing copyrighted works



   Q: Are any of the works you created in the last 12   Q: Have you ever been involved with licensing copyrighted
   months copyrighted?                                  works?




                                                                                                 Base: All Respondents
                                                                                                               n=1000


Defining Noncommerical                                                                                  Appendix 5.6 – 15
Sample Characteristics and Profile of Users
• Nearly 8 in 10 content users say none of the works they use are copyrighted
  or are “not sure”


                                                                       Q: Have you ever been involved with licensing
    Q: Are any of the works you used in the last 12 months             copyrighted works? Select the one answer that best
    copyrighted?                                                       describes your experience?
                                       Younger users (18-29), and those who use
                                     podcasts, remixes/mash-ups are more likely to
                                      believe the works they use are copyrighted




                                                                                                         Few have ever been
                                                                                                         involved in licensing
                                                                                                          copyrighted works




                                                                                                               Base: All Respondents
                                                                                                                            n=1006



Defining Noncommerical                                                                                               Appendix 5.6 – 16
Profile of U.S. Content Creators and Users
• 8 in 10 creators and users say they have not been involved with licensing
  copyrighted works or content


    Q: Have you ever been involved with licensing copyrighted works or content?




                                                                                          Base: All Respondents
                                                                                  U.S. Content Creators (n=1000)
                                                                                    U.S. Content Users (n=1006)


Defining Noncommerical                                                                      Appendix 5.6 – 17
Revenues and Licensing of Works
• Only 17% of creators license the works they share online


                                                           Among those who license the works they share online, 4 in 10 have used
                                                                        free public licenses and/or custom licenses


    Q: Do you ever license the works that you share online? If so, how do you license these works?




                                                                                                                      2 in 10 use a
                                                                                                                        standard
                                                                                                                   license, a lawyer
                                                                                                                    and/or a license
                                                                                                                     provided by a
                                                                                                                         licensee




 Base: Share works online                                                                          Base: Licensed a work shared online
 n=824                                                                                                                          n=140



Defining Noncommerical                                                                                                  Appendix 5.6 – 18
Sample Characteristics and Profile of Users
 • Nearly 7 in 10 content users are aware of how the copyrighted works they
   use are licensed



     Q: How have the copyrighted works of others that you have used been licensed? Select all that apply




                                                                                   Base: Used copyrighted works and aware of licensing
Base: Used copyrighted works                                                                                                   n=162
 n=235

 Defining Noncommerical                                                                                                Appendix 5.6 – 19
Sample Characteristics and Profile of U.S. Content Creators
• Most creators are not familiar with open source principles



   Q: Which of the following best describes your familiarity with and attitude toward the principles of “open source”
   – that is, the principles associated with the open source software movement?

                                                       Those who embrace open source principles tend to be younger (18-29)
                                                          professionals, to share online, and to have copyrighted materials




                                             Those familiar
                                             tend to either
                                              embrace the
                                           principles or have
                                               no opinion




                                                                                                                     Base: All Respondents
                                                                                                                                   n=1000



Defining Noncommerical                                                                                                        Appendix 5.6 – 20
Profile of Content Users
• Most users are not familiar with open source principles



   Q: Which of the following best describes your familiarity with and attitude toward the principles of “open source”
   – that is, the principles associated with the open source software movement?




                                             Those familiar
                                             tend to either
                                              embrace the
                                           principles or have
                                               no opinion




                                                                                                             Base: All Respondents
                                                                                                                          n=1006



Defining Noncommerical                                                                                              Appendix 5.6 – 21
  Sample Characteristics and Profile of Users
   • Most of the works (86%) do not earn the users any money



    Q: Thinking of all your uses of others’ works as 100%,
                                                                    Q: You indicated that some or all of the uses you make of
    approximately what percent of these uses generate revenue
                                                                    others' works generate revenue. How do you earn money
    – that is, what percent of the uses you make of other’s works
                                                                    from these uses of others' works?
    earn you money?




Base: All Respondents                                                                         Base: At least 1% of works generate revenue
 n=1006                                                                                        n=284

   Defining Noncommerical                                                                                            Appendix 5.6 – 22
Profile of U.S. Content Creators and Users
• Only 14% of works created or used earn any revenue


       Q: What percent of your works earn you money? / What percent of the uses you make of others’ works earn you
       money?


    U.S. Content                                                             U.S. Content
    Creators                                                                 Users




Base: All Respondents                                                                                    Base: All Respondents
n=1000                                                                                                                 n=1006



Defining Noncommerical                                                                                      Appendix 5.6 – 23
 Profile of U.S. Content Creators and Users
 • Among those who earn money, creators earn an average of $12.6K annually
   from their own works, users an average of $19.6K from others’ works


         Q: Approximately how much money do you earn from works on an annual basis, whether directly, indirectly or a
         combination of both?

        U.S. Content                                                              U.S. Content
        Creators                                                                  Users




                                               Average Amount Earned Annually Among
                                                those who Earn Money from the Works
                                                          they Create/Use

                                               $12.6K                  $19.6K
Base: At least 1% of works generate revenue,                                                  Base: At least 1% of works generate revenue,
excluding those who "prefer not to answer"                                                      excluding those who "prefer not to answer"
n=281                                                                                                                              n=211

 Defining Noncommerical                                                                                               Appendix 5.6 – 24
Sample Characteristics and Profile of U.S. Content Creators
• Creators who earn money from their works typically earn less than $500 a year




      Q: Approximately how much money do you earn from your works on an annual basis, whether directly, indirectly
      or a combination of both?

                                                  A small percentage (13%)
                                                    earn $25,000 or more



                                                         Higher earners tend to be
                                                         younger (18-29) and make
                                                        videos, songs/music, mash-
                                                              ups and games



                                                                                     Mean Amount Earned by Creators
                                                                                        Annually from their Works:
                                                                                                  $12.6K




                                                                                       Base: At least 1% of works generate revenue,
                                                                                         excluding those who "prefer not to answer"
                                                                                                                            n=281

Defining Noncommerical                                                                                              Appendix 5.6 – 25
Sample Characteristics and Profile of Users
• Users who earn money from their works typically earn less than $500 a year




      Q: Approximately how much money do you earn from the works on an annual basis, whether directly, indirectly
      or a combination of both?

                                                  A small percentage (14%)
                                                    earn $25,000 or more



                                                                                 Average Amount Earned Annually
                                                                                Among those who Earn Money from
                                                                                       the Works they Use

                                                                                         $19.6K




                                                                                       Base: At least 1% of works generate revenue,
                                                                                         excluding those who "prefer not to answer"
                                                                                                                            n=211

Defining Noncommerical                                                                                              Appendix 5.6 – 26
Sample Characteristics and Profile of Users
• Most content users are not “exclusively” users of content



                                                                 Q: Would you use any of these terms to help describe your
  Q: Thinking of all the works you find online that you          involvement with the content you use and/or create?
  access, share or use, and all of the works that you create--   Select all that apply
  do you consider yourself:




                                                                                                   Some consider
                                                                                              themselves “Samplers” or
                                                                                               “Contributors” of content




                                                                                                     Base: All Respondents
                                                                                                                   n=1006




Defining Noncommerical                                                                                    Appendix 5.6 – 27
Sample Characteristics and Profile of Users
• Over 4 in 10 content users are also creators of content




                                                     Those who create content are more likely to be
                                                      18-29 year-olds, males, professionals, earn
                                                           money from uses of others’ works




                                                                                     Base: All Respondents
                                                                                                      n=1006


Defining Noncommerical                                                                     Appendix 5.6 – 28
 Profile of U.S. Content Creators and Users
 • Creators are most likely to categorize the works they create as “entertainment”
   and “visual art”; users are most likely to categorize the works they create as
   “entertainment”, “music” or “visual art”

       Q: If you were to categorize the works you create, which one of the following categories would best describe the
       majority of them?

      U.S. Content                                                                U.S. Content
      Creators                                                                    Users




Base: All Respondents                                                                                                     Base: Creators
n=1000                                                                                                                            n=440

 Defining Noncommerical                                                                                            Appendix 5.6 – 29
Sample Characteristics and Profile of Users
• Users are very supportive of giving attribution to the creators of the works they use



    Q: Which of the following best describes when, if ever,      Q: Do you think users should give attribution or credit to
    you give attribution or credit to the original creators of   the original creator when they share or use another's
    the content you remix, incorporate and/or alter?             work?




Base: Remixers, Incorporators, Alterers of content                                                   Base: Shared or reused content
n=183                                                                                                                       n=670

Defining Noncommerical                                                                                           Appendix 5.6 – 30
General Beliefs and Unaided Definitions
• The vast majority of creators define “commercial use” as a use where money
  is made




                                                       Verbatim or ‘”open-ended” responses
                                                       were coded to quantify how creators
                                                     define the difference between commercial
                                                              and noncommercial use..




                                                             Base: Can define difference between commercial
                                                                                          and noncommercial
                                                                                                      n=741
                                                           *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                  Appendix 5.6 – 31
General Beliefs and Unaided Definitions
• Far fewer creators provide a definition for “noncommercial use;” those who did
  usually cite uses by individuals to be noncommercial




                                                   It is not clear whether respondents did not provide a
                                                   definition of noncommercial use because they could
                                                       not define it, whether they felt the definition was
                                                       explicit in their definition of commercial use (as
                                                    suggested on the previous slide), or for some other
                                                                              reason.




                                                                   Base: Can define difference between commercial
                                                                                                and noncommercial
                                                                                                           n=741*
                                                                 *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                         Appendix 5.6 – 32
General Beliefs and Unaided Definitions
• Half of users provide a definition for commercial use only; 4 in 10 give a definition
  for both commercial and noncommercial use


       Q: We would like to know how you would define the difference between a “commercial use” of someone’s work
       and a “noncommercial use” of someone’s work. Please type your definition in the space provided.

        Only 5% give a definition of
         noncommercial use only




                                                                                        Base: Can define difference between commercial
                                                                                                                 and noncommercial use
                                                                                                                                 n=741*
                                                                              *Excludes respondents who gave either invalid responses or
                                                                                                                 miscellaneous answers
Defining Noncommerical                                                                                               Appendix 5.6 – 33
General Beliefs and Unaided Definitions
• Among those users who provide a definition for “commercial use,” over 7 in 10
  define it as a use where money is made




       Q: We would like to know how you would define the difference between a “commercial use” of someone’s work
       and a “noncommercial use” of someone’s work. Please type your definition in the space provided.




                                                                                Verbatim or ‘”open-ended” responses
                                                                                 were coded to quantify how users
                                                                                   define the difference between
                                                                                commercial and noncommercial use.




                                                                                       Base: Can define difference between commercial
                                                                                                                and noncommercial use
                                                                                                                               n=781*
                                                                                     *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                            Appendix 5.6 – 34
General Beliefs and Unaided Definitions
• Among those who provide a definition for “noncommercial use,” one-third of
  content users consider uses by individuals to be noncommercial




       Q: We would like to know how you would define the difference between a “commercial use” of someone’s work
       and a “noncommercial use” of someone’s work. Please type your definition in the space provided.




                                                                              It is not clear whether respondents did not provide a
                                                                              definition of noncommercial use because they could
                                                                                  not define it, whether they felt the definition was
                                                                                  explicit in their definition of commercial use (as
                                                                                  suggested on the previous slide), or for another
                                                                                                         reason.




                                                                                         Base: Can define difference between commercial
                                                                                                                  and noncommercial use
                                                                                                                                 n=781*
                                                                                       *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                               Appendix 5.6 – 35
Unaided Definitions and Reactions to the CC NC Term
• More than 7 in 10 creators and users believe they can define the difference
  between commercial and noncommercial use

         Q: We would like to know how you would define the difference between a “commercial use” of your/someone’s
         work and a “noncommercial use” of your/someone’s work. Please type your definition in the space provided.



      U.S. Content                                                               U.S. Content
      Creators                                                                   Users




                                                       Can define difference
                                                      between commercial use
                                                      and noncommercial use

                                                      Cannot define difference




Base: All Respondents                                                                                   Base: All Respondents
n=1000                                                                                                               n=1006


Defining Noncommerical                                                                                         Appendix 5.6 – 36
Unaided Definitions and Reactions to the CC NC Term
• Both creators and users define “commercial use” as a use where money is made




       Q: We would like to know how you would define the difference between a “commercial use” of your / someone’s
       work and a “noncommercial use” of your / someone’s work. Please type your definition in the space provided.




                                                                                   Responses to this open-ended question were
                                                                                   coded to quantify how respondents define the
                                                                                   difference between commercial use and
                                                                                   noncommercial use; responses given by 3%
                                                                                   or more of responses are indicated.




                                                                                        Base: Can define difference between commercial
                                                                                                                     and noncommercial
                                                                                                        U.S. Content Creators (n=741*)
                                                                                                           U.S. Content Users (n=781*)
                                                                                      *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                             Appendix 5.6 – 37
Unaided Definitions and Reactions to the CC NC Term
• Those who provide a definition for “noncommercial use” mention uses by
  individuals and personal or private uses most often



       Q: We would like to know how you would define the difference between a “commercial use” of someone’s work
       and a “noncommercial use” of someone’s work. Please type your definition in the space provided.




                                                                             It is not clear whether respondents did not provide a
                                                                             definition of noncommercial use because they could
                                                                             not define it, or because they felt the definition was
                                                                             implicit as the inverse of their definition of commercial
                                                                             use, or because of some other reason




                                                                    Users feel more strongly than creators that uses by individuals
                                                                    and/or those for fun/leisure are noncommercial

                                                                                           Base: Can define difference between commercial
                                                                                                                        and noncommercial
                                                                                                           U.S. Content Creators (n=741*)
                                                                                                              U.S. Content Users (n=781*)
                                                                                         *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                                 Appendix 5.6 – 38
Unaided Definitions and Reactions to the CC NC Term
• More than 7 in 10 creators and users believe other people understand the
  difference between commercial use and noncommercial use in the same way
  they do

     Q: Do you think other people understand the difference between commercial use and noncommercial use in the
     same way you do?

     U.S. Content                                                            U.S. Content
     Creators                                                                Users




                                                             Yes

                                                             No

                                                           Not sure




Base: Can define difference between commercial                                      Base: Can define difference between commercial
and noncommercial                                                                                                and noncommercial
n=775                                                                                                                      n=807

Defining Noncommerical                                                                                            Appendix 5.6 – 39
General Beliefs and Unaided Definitions
• Most creators are unaware whether a law exists that defines the difference
  between commercial and noncommercial use




       Q: Are you aware of any law that defines a difference   Q: Please describe, in your own words, the law that
       between commercial use and noncommercial use?           defines commercial use and noncommercial use.


                                                                Among those who believe a law
                                                                exists:

                          Less than one-third
                                                                •“Copyright law” is cited most often
                         believe there is a law;
                          37% “are not sure”
                                                                •“Fair use” is mentioned by some

                                                                •“Universal Commercial Code” is
                                                                referenced by a few



                                                                                   Base: Can define difference between commercial
                                                                                                                and noncommercial
                                                                                                                          n=775

Defining Noncommerical                                                                                           Appendix 5.6 – 40
General Beliefs and Unaided Definitions
• Most users are unaware whether a law exists that defines the difference
  between commercial and noncommercial use



       Q: Are you aware of any law that defines a difference   Q: Please describe, in your own words, the law that
       between commercial use and noncommercial use?           defines commercial use and noncommercial use.


                                                               Among those who believe a law
                                                               exists:

                                                               •“Copyright law” is cited most often

                         One-third believe there is            •“Fair use” is mentioned second most
                         a law; 36% “are not sure”             often (by far fewer users)

                                                               •Other laws, such as “Universal
                                                               Commercial Code” or “Patent law”
                                                               are mentioned by even fewer users



                                                                                  Base: Can define difference between commercial
                                                                                                           and noncommercial use
                                                                                                                         n=807

Defining Noncommerical                                                                                          Appendix 5.6 – 41
 Profile of U.S. Content Creators and Users
 • Less than 1 in 10 content creators or users have any formal legal training


         Q: Are you a lawyer or have you had any formal legal training?



      U.S. Content                                                        U.S. Content
      Creators                                                            Users




Base: All Respondents                                                                    Base: All Respondents
n=1000                                                                                                 n=1006



 Defining Noncommerical                                                                     Appendix 5.6 – 42
Unaided Definitions and Reactions to the CC NC Term
• Creators and users are similarly divided as to awareness of any law that
  defines a difference between commercial use and noncommercial use


         Q: Are you aware of any law that defines a difference between commercial use and noncommercial use?


     U.S. Content                                                             U.S. Content
     Creators                                                                 Users




                                                              Yes

                                                              No

                                                            Not sure




Base: Can define difference between commercial                                       Base: Can define difference between commercial
and noncommercial                                                                                                 and noncommercial
n=775                                                                                                                       n=807

Defining Noncommerical                                                                                             Appendix 5.6 – 43
Ratings of Commercial Use by Creators and Users
(Gatekeeping Exercise)
• Many gatekeeper factors are hard to classify as commercial or noncommercial




              Content Creators (n varies: 491 to 515)      Definitely a Commercial Use              Definitely a Noncommercial Use    Can’t Say
              Content Users (n varies: 494 to 514)         Definitely a Commercial Use              Definitely a Noncommercial Use    Can’t Say

                                                 Difference between creators and users - for specific answer
                                                 choice - is statistically significant at a 95% confidence level          Base: Randomly selected to rate statements

Defining Noncommerical                                                                                                                         Appendix 5.6 – 44
Initial Anchor Point Ratings by Creators and Users
• The diagram below illustrates differences in mean scores and confidence
  intervals across the 5 anchor points

   The user would make money from the use of                                                                                  n=877
   your work / You would make money from the                                                                                       n=869
   use of the work (M) Ŧ

   Your work would be used online and
   advertisements would appear around or in                                                                            n=840
   connection with it / You would use the work                                                                      N=825
   online and advertisements would appear
   around or in connection with (A) it

   Your work would be used by an                                                       N=649
   organization / You would use the work on
   behalf of an organization (O) Ŧ                                                            n=720




   Your work would be used by an individual /                          N=620
   You would use the work as an individual (I) Ŧ
                                                       N=738


                                                                                   Creators     Users
   Your work would be used for a charitable purpose                                      Mean
   or to promote a social or public good / You would           N=800
                                                                                          95% confidence interval
   use the work for a charitable purpose or to                             N=771   Ŧ Statistically significant at the 0.05 level
   promote a social or public good (C) Ŧ



                            Definitely a                                                                                         Definitely a
                         Noncommercial Use                                                                                     Commercial Use

                                                                                                        Base: Assigned to question and responding

Defining Noncommerical                                                                                                              Appendix 5.6 – 45
Ratings of Commercial Use by Creators and Users: Scenarios Related
to Uses by Individual
• Specific uses by individuals are considered less commercial if they are by
  amateurs or personal/private
                                                                                                                                        n=287
        Professional, makes money from use
                                                                                                                                    n=293


                                                                                                                        n=237
        The user would be a competitor
                                                                                                                   n=256



        Professional, does not make money from use Ŧ                                                             n=267
                                                                                                       n=272



        Shared on a unrestricted access website Ŧ                                           n=245
                                                                                    n=275



        Shared on a restricted access website                                           n=238
                                                                                    n=257



        Shared on a special access website                                      n=253           Creators       Users
                                                                           n=279                         Mean

                                                                                                           95% confidence interval

        Amateur, does not make money from use Ŧ                            n=260                    Ŧ Statistically significant at the 0.05 level
                                                                   n=281



        Private use at home/with friends Ŧ                     n=267
                                                       n=292




                             Definitely a                                                                                                        Definitely a
                          Noncommercial Use                                                                                                    Commercial Use
                                                                                                                     Base: Assigned to question and responding

Defining Noncommerical                                                                                                                              Appendix 5.6 – 46
Results of Anchor Point Exercise                                                                                              Anchor Point I
• Content creators who make money rate uses in which their work is shared
  online more commercial


                                                                                                               Private/personal uses by individuals are
                                                                                                                 not perceived as noncommercial by
                                                                                                                those who make money compared to
                                                                                                                   those who do not make money.

                                                                                                                Creators of games rate this use more
                                                                                                                 commercial than creators of other
                                                                                                                            content types.
                                a
                                                                          a
                                                                                                     Ac
                                                                    a

                                                                                                                                        A
                                                                                                                                                      40.2
                                                                                                                                               A




                                                Ratings are otherwise similar across other subgroups (data not shown)




                                                                                                                 Base: Assigned to question and responding
 A, B, or C (uppercase): Statistically significant at 95%
                                                                                                                                                   n=338
 a, b, or c (lowercase): Statistically significant at 80%

Defining Noncommerical                                                                                                               Appendix 5.6 – 47
 Results of Anchor Point Exercise                                                               Anchor Point I
 • Content creators who make money from their works rate uses by individuals
   who are professionals less commercial


                         bC                                                 However they rate more commercial uses in
                                                                               which their works are shared online
                                 c
                                                                       AC

                                                           C   c

                                                                   C
                                                                                                           A
                                                                                                                  A




                                                                                                                         40.2




A, B, or C (uppercase): Statistically significant at 95%
a, b, or c (lowercase): Statistically significant at 80%                            Base: Assigned to question and responding
                                                                                                                      n=338

 Defining Noncommerical                                                                                 Appendix 5.6 – 48
Results of Anchor Point Exercise                                                                                          Anchor Point I
• Content users who earn money from the use of others’ works rate uses by
  individuals who are professionals less commercial




                                                                  However they are in general agreement with users who do not earn
                                                                   money for uses by competitors, by professionals who do not earn
                                                                      money directly and uses on websites that restrict access




                                                                                                                                                   23.8

                                           In addition to those who do not earn money, older users consider
                                                       uses by individuals to be more commercial




      : Statistically significant at 95%                                                                      Base: Assigned to question and responding
      : Statistically significant at 80%                                                                                                        n=331

Defining Noncommerical                                                                                                            Appendix 5.6 – 49
Results of Anchor Point Exercise                                                                       Anchor Point I
• There are several scenarios involving individuals that content users who
  earn money rate more commercial




                                           Private/personal uses by individuals are rated more commercial by those who earn
                                              money along with uses by amateurs who do not earn a living from the activity




                                                                                                                                23.8




      : Statistically significant at 95%                                                   Base: Assigned to question and responding
      : Statistically significant at 80%                                                                                      n=331

Defining Noncommerical                                                                                         Appendix 5.6 – 50
Ratings of Commercial Use by Creators and Users: Scenarios Related
to Uses Involving Money
• Specific uses that earn the user money are rated less commercial if revenues
  support cost recovery or nonprofit organizations
        Copy sold for profit                                             Creators    Users
                                                                                                                                                    n=431
                                                                                                                                                 n=435
                                                                               Mean
        Intent to make money from copy                                          95% confidence interval
                                                                                                                                                    n=434
                                                                                                                                                 n=437
                                                                         Ŧ Statistically significant at the 0.05 level
        Something including the work sold for profit                                                                                             n=433
                                                                                                                                                 n=435

        Entire work/heart of work used for profit                                                                                                n=435
                                                                                                                                                 n=436

        Considerably changed/altered version sold for profit                                                                                 n=421
                                                                                                                                          n=419

        Small part of work used for profit                                                                                                   n=432
                                                                                                                                             n=427

        Entire work used for self-promotion                                                                                                 n=429
                                                                                                                                            n=427

        For-profit company sells to cover distribution costs Ŧ                                                                    n=422
                                                                                                                                       n=421

        For-profit company donates all money to not-for-profit Ŧ                                                                 n=419
                                                                                                                                         n=422

        Not-for-profit sells for endowment fund Ŧ                                                                        n=422
                                                                                                                                    n=418
        Not-for-profit sells to cover distribution & operating costs Ŧ                                           n=420
                                                                                                                                  n=420
        Not-for-profit sells to cover distribution costs Ŧ                                               n=416
                                                                                                                            n=414



                               Definitely a                                                                                                        Definitely a
                            Noncommercial Use                                                                                                    Commercial Use
                                                                                                                         Base: Assigned to question and responding

Defining Noncommerical                                                                                                                              Appendix 5.6 – 51
  Results of Anchor Point Exercise                                               Anchor Point M
  • Content creators who make more money from their works rate uses less
    commercial


                     B
                                                                                                            89.4
                                                   bC

                                                           c   C
                                                                   c      c


                                                                                               c    c




A, B, or C (uppercase): Statistically significant at 95%               Base: Assigned to question and responding
a, b, or c (lowercase): Statistically significant at 80%                                                 n=491

  Defining Noncommerical                                                                   Appendix 5.6 – 52
Results of Anchor Point Exercise                                                                                                   Anchor Point M
• Uses are generally perceived less commercial by those content users who
  earn money from the use of others’ works



                                                                                                                                                           91.7




                                                   In addition to those who do not earn money, those who use videos consider
                                                             uses that involve earning money to be more commercial




                                                                                                                         Base: Assigned to question and responding
 All points are statistically significant at 95%
                                                                                                                                                           n=495


Defining Noncommerical                                                                                                                       Appendix 5.6 – 53
Ratings of Commercial Use by Creators and Users: Scenarios Related
to Uses Involving Advertisements
• Specific uses involving online advertising are also rated less commercial if
  revenues support cost recovery or nonprofit organizations
                                                                          Creators    Users                                                          n=449
        Work would advertise product for sale                                   Mean                                                                n=451

                                                                                  95% confidence interval
                                                                                                                                                    n=436
        Work on splog/"zombie" website                                     Ŧ Statistically significant at the 0.05 level                           n=440


                                                                                                                                                   n=444
        Work on webpage supported by ads, user profits from ads                                                                                     n=453


                                                                                                                                      n=428
        Work on aggregator website                                                                                                      n=438


        Work on webpage, ad profits cover hosting costs Ŧ                                                                          n=433
                                                                                                                                           n=445


        For-profit company use on its website, donates ad profits to not-for-profit Ŧ                                      n=438
                                                                                                                                      n=431


        Not-for-profit use on its website, ad profits cover operating costs Ŧ                                    n=445
                                                                                                                                n=432


        Not-for-profit use on its website, ad profits cover hosting costs Ŧ                                      n=438
                                                                                                                              n=439

        Work on webpage supported by ads, no profit Ŧ                                                      n=421
                                                                                                                     n=431




                              Definitely a                                                                                                            Definitely a
                           Noncommercial Use                                                                                                        Commercial Use
                                                                                                                           Base: Assigned to question and responding

Defining Noncommerical                                                                                                                                Appendix 5.6 – 54
Results of Anchor Point Exercise                                                                                            Anchor Point A
• Uses involving advertising are generally rated less commercial by creators
  who make more money from their works


                    bC
                                                       BC                   bC
                           C
                                                                                  c
                                                            C
                                                                                                         C                                             84.6
                                                                                                              c                        bc




             Uses related to online advertising are rated more commercial by creators who are older and have no legal experience. Creators of games
                         generally rate scenarios less commercial; ratings are otherwise similar across other subgroups (data not shown)




 A, B, or C (uppercase): Statistically significant at 95%                                                         Base: Assigned to question and responding
 a, b, or c (lowercase): Statistically significant at 80%                                                                                           n=509

Defining Noncommerical                                                                                                                Appendix 5.6 – 55
 Results of Anchor Point Exercise                                                    Anchor Point A
 • Content creators who make more money from their works rate uses less
   commercial




                                                                                                                84.6

                         C        C


                                                           C       C   C
                                                               c




A, B, or C (uppercase): Statistically significant at 95%                   Base: Assigned to question and responding
a, b, or c (lowercase): Statistically significant at 80%                                                     n=509

 Defining Noncommerical                                                                        Appendix 5.6 – 56
Results of Anchor Point Exercise                                                                                                      Anchor Point A
• Uses involving advertising are generally rated less commercial by users who
  earn money from the use of others’ works




                                                                                                                                                             82.6




                                                   In addition to those who do not earn money, older users and those who use videos
                                                           consider uses that involve online advertising to be more commercial




                                                                                                                          Base: Assigned to question and responding
 All points are statistically significant at 95%
                                                                                                                                                             n=511


Defining Noncommerical                                                                                                                        Appendix 5.6 – 57
Results of Anchor Point Exercise                                       Anchor Point A
• Content users who earn money from the use of others’ works rate uses
  less commercial




                                                                                                82.6




                                                             Base: Assigned to question and responding
 All points are statistically significant at 95%
                                                                                                n=511


Defining Noncommerical                                                           Appendix 5.6 – 58
Ratings of Commercial Use by Creators and Users: Scenarios Related
to Uses by Organization
• Specific uses by organizations are commercial if the organization is a for-profit
  company
                                                                      Creators    Users                                                              n=270
        On behalf of a large for-profit company                             Mean                                                                  n=301

                                                                              95% confidence interval
                                                                                                                                                n=269
        Shared with entire for-profit cmpany                           Ŧ Statistically significant at the 0.05 level                           n=295


                                                                                                                                              n=268
        On behalf of a small for-profit company, not yet profitable                                                                          n=294


                                                                                                                                     n=267
        Shared with small group of for-profit company employees                                                                         n=294


        Government/state-run entity Ŧ                                                                                     n=246
                                                                                                                                     n=272


        Not-for-profit uses to sustain operations Ŧ                                                               n=264
                                                                                                                          n=283


        Not-for-profit uses for endowment fund Ŧ                                                                 n=267
                                                                                                                             n=281


        Use for course materials by tuition-based school                                                         n=261
                                                                                                                  n=280

        Use for course materials by non-tuition school Ŧ                         n=263
                                                                                               n=280




                              Definitely a                                                                                                              Definitely a
                           Noncommercial Use                                                                                                          Commercial Use
                                                                                                                            Base: Assigned to question and responding

Defining Noncommerical                                                                                                                                  Appendix 5.6 – 59
Results of Anchor Point Exercise (Phase 2)                                                                  Anchor Point O
• Key for specific scenarios for Anchor Point O: “Your work would be used by
  an organization”




    •   O.1: User is a small for-profit company, that has yet to   •   O.6: Work is used for course materials in a school that
        turn a profit                                                  charges tuition

    •   O.2: User is a large for-profit company                    •   O.7: Work is used by a not-for-profit organization to raise
                                                                       money to sustain its operations
    •   O.3: User is a for-profit company, and work is shared
        with a small group of employees                            •   O.8: Work is used by a not-for-profit organization to raise
                                                                       money for its endowment fund
    •   O.4: User is a for-profit company, and work is shared
        with entire company                                        •   O.9: Work is used by the government or a state-run
                                                                       entity
    •   O.5: Work is used for course materials in a school that
        does not charge tuition




Defining Noncommerical                                                                                               Appendix 5.6 – 60
Ratings of Commercial Use by Creators and Users: Scenarios Related
to Uses with Charitable Purposes
• Some uses for charitable purposes are rated less commercial but consensus
  is lower
     On-behalf of for-profit company, creator finds use objectionable                                                         n=274
                                                                                                                                n=291
     Private for-profit school use for fund-raising Ŧ
                                                                                                             n=299
                                                                                                                      n=288

     Government/state-run entity                                                                           n=281
                                                                                                             n=270

     For-profit company, distributes free educational materials,                                          n=301
                                                                                                                       n=288
     receives tax deduction Ŧ
                                                                                                         n=288
     On behalf of a for-profit, company, creator supports use Ŧ                                                        n=289

     For-profit company, distributes free educational materials,                                     n=299
                                                                                                                     n=288
     receives publicity Ŧ
                                                                                                 n=294
     On behalf of for-profit company for charitable purpose Ŧ                                            n=284


     On-behalf of not-for-profit company, creator finds use                             n=254                           Creators    Users
                                                                                                             n=271
     objectionable Ŧ                                                                                                           Mean

                                                                                n=296                                           95% confidence interval
     Public, not-for-profit school use for fund-raising Ŧ                                  n=284
                                                                                                                         Ŧ Statistically significant at the 0.05 level

     Use on behalf of a not-for-profit, creator supports use Ŧ            n=287
                                                                                         n=284

     On behalf of a not-for-profit Ŧ                                    n=276
                                                                                        n=283



                              Definitely a                                                                                                       Definitely a
                           Noncommercial Use                                                                                                   Commercial Use
                                                                                                                      Base: Assigned to question and responding

Defining Noncommerical                                                                                                                           Appendix 5.6 – 61
Ratings of Commercial Use by Creators and Users (Anchor Point
Exercise)
• Users generally agree with creators that most uses studied are commercial, except
  personal or private uses by individuals and use by not-for-profit orgs
  Creators    Users                                   Specific Use Scenarios
       Mean
        95% confidence interval


      The user/you would make money from the
      use of the work




       The work would be used online and
       advertisements would appear around it



       The work would be used on behalf of
       an organization




       The work would be used for a charitable
       purpose/social good



       Your work would be used by/you
       would use the work as an individual

                              1                  50                                  100
                         Definitely a                                               Definitely a
                      Noncommercial Use                                           Commercial Use
                                                                Base: Assigned to question and responding

Defining Noncommerical                                                               Appendix 5.6 – 62
Changes to Definitions and Reactions to CC NC Term
• After rating specific use scenarios, most content creators (73%) still would
  not change their definitions of commercial and noncommercial use


   Q: Would you change your definitions of commercial use and/or noncommercial use? Or would they stay the same?




                                                                               Base: Can define difference between commercial
                                                                                                            and noncommercial
                                                                                                                      n=775




Defining Noncommerical                                                                                           Appendix 5.6 – 63
Changes in Definitions and Reactions to CC NC Term
• After rating specific use scenarios, most content users (75%) still would not
  change their definitions of commercial and noncommercial use


   Q: Would you change your definitions of commercial use and/or noncommercial use? Or would they stay the same?




                                                                               Base: Can define difference between commercial
                                                                                                            and noncommercial
                                                                                                                      n=807




Defining Noncommerical                                                                                           Appendix 5.6 – 64
Changes to Definitions and Reactions to CC NC Term
• Content creators who would change their definition are more likely to say that
  uses by an individual are commercial




                                                             Other differences are not statistically
                                                                        significant (.05)




                                                                               Base: Definition has changed
                                                                                                       n=97
                                                           *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                   Appendix 5.6 – 65
Changes to Definitions and Reactions to CC NC Term
• Content creators who would change their definition are also more likely to say
  that uses by an organization are noncommercial




                                                           Other differences are not statistically
                                                                      significant (.05)




                                                                               Base: Definition has changed
                                                                                                       n=97
                                                           *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                   Appendix 5.6 – 66
Changes in Definitions and Reactions to CC NC Term
• Content users who would change their definition are more likely to say that
  uses by an organization or individual are commercial



     Q: How would you define the difference between commercial use and noncommercial use now? Please describe?




                                                                                                      Base: Definition has changed
                                                                                                                             n=72*
                                                                                  *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                         Appendix 5.6 – 67
Changes in Definitions and Reactions to CC NC Term
• Content users who would change their definition are also more likely to say
  that uses for a charitable purpose or social good are noncommercial



     Q: How would you define the difference between commercial use and noncommercial use now? Please describe?




                                                                                                      Base: Definition has changed
                                                                                                                             n=72*
                                                                                  *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                                         Appendix 5.6 – 68
Changes to Definitions and Reactions to CC NC Term
• When presented with the CC NC term, the vast majority of content creators
  say it is “essentially the same” or “compatible” with their definition



   Q: What if “noncommercial use” meant any use that is not primarily intended for, or directed toward, commercial
   advantage or private monetary compensation?




                                                                                    Base: Can define difference between commercial
                                                                                                                 and noncommercial
                                                                                                                           n=775



Defining Noncommerical                                                                                                Appendix 5.6 – 69
Changes in Definitions and Reactions to CC NC Term
• When presented with the CC NC term, the vast majority of content users say
  it is “essentially the same” or “compatible” with their definition


                                                                Q: You indicated that your definition of
 Q: What if “noncommercial use” meant any use that is not       noncommercial use is different from and
 primarily intended for, or directed toward, commercial         incompatible . Why? Please explain.
 advantage or private monetary compensation?

                                                            Among those who believe their
                                                            definition is incompatible:

                                                            •The overwhelming majority
                                                            define commercial use as any
                                                            monetary exchange, and thus
                                                            object to use of the word
                                                            “primarily”

                                                            •The term “intended” is criticized
                                                            as “too vague”
                                                                               Base: Say definition is different and incompatible
Base: Can define difference between commercial                                                                            n=57*
and noncommercial                                           *Respondents were re-contacted to collect data for the two questions
n=532*                                                         represented on this slide. 801 were re-contacted, 66% responded


Defining Noncommerical                                                                                      Appendix 5.6 – 70
Changes in Definitions and Reactions to CC NC Term
• When presented with the language of the CC NC term, both creators and
  users say it is “essentially the same as or “compatible with” their definition


        Q: What if “noncommercial use” meant any use that is not primarily intended for, or directed toward, commercial
        advantage or private monetary compensation?

     U.S. Content                                                                                       U.S. Content
     Creators                                                                                           Users
                                                       Essentially the same as your
                                                      definition of noncommercial use




                                                     Different from but still compatible
                                                           with your definition of
                                                            noncommercial use



                                                      Different from and incompatible
                                                           with your definition of
                                                            noncommercial use



                                                            Don’t know/Not sure



Base: Can define difference between commercial                                                          Base: Can define difference between commercial
and noncommercial                                                                                                                     and noncommercial
n=775                                                                                                                                            n=532*
                                                   *Content Users were re-contacted to collect data for his slide. 801 were re-contacted, 66% responded


Defining Noncommerical                                                                                                               Appendix 5.6 – 71
CCFF-Only Questions
• Almost half of the CCFF Phase 2 (creator) sample are from the United States




  Q: Please select your legal jurisdiction.




                                                                       Base: All Respondents
                                                                                    n=3337



Defining Noncommerical                                                    Appendix 5.6 – 72
CCFF-Only Questions
• Almost half of the CCFF Phase 3 (user) sample are from the United States




  Q: Please select your legal jurisdiction.




                                                                      Base: All Respondents
                                                                                    n=437



Defining Noncommerical                                                   Appendix 5.6 – 73
Revenues and Licensing of Works
• CCFF content creators are much more likely to license the works they share
  online, and to use online, free public licenses


  Q: Do you ever license the works that you share online? If so, how do you license these works?




                                                                                                   Base: Licensed a work shared online
Base: Share works online                                                                                 U.S. Content Creators (n=140)
U.S. Content Creators: n=824                                                                                           CCFF (n=2388)
CCFF: n =3230

Defining Noncommerical                                                                                            Appendix 5.6 – 74
Profile of Content Creators
• Like U.S. content creators, CCFF content creators are predominantly
  amateurs and unlikely to have any formal legal training



     Q: Do you generally consider yourself an amateur or              Q: Are you a lawyer or have you had any formal legal
     professional creator?                                            training??




                           23% say they are either both amateur and
                                   professional, or neither




                                                                                                             Base: All Respondents
                                                                                                     U.S. Content Creators (n=1000)
                                                                                                                    CCFF (n=3337)

Defining Noncommerical                                                                                           Appendix 5.6 – 75
Sample Characteristics and Profile of Users
 • Nearly 7 in 10 content users are aware of how the copyrighted works they
   use are licensed



     Q: How have the copyrighted works of others that you have used been licensed? Select all that apply




                                                                                   Base: Used copyrighted works and aware of licensing
Base: Used copyrighted works                                                                                                   n=162
 n=235

 Defining Noncommerical                                                                                                Appendix 5.6 – 76
CCFF-Only Questions
 • 9 in 10 CCFF content users are aware of how the copyrighted works they use
   are licensed



     Q: How have the copyrighted works of others that you have used been licensed? Select all that apply




                                                                                             Most are licensed under a standard
                                                                                                 license used by a creator




                                                                                   Base: Used copyrighted works and aware of licensing
Base: Used copyrighted works                                                                                                   n=335
 n=360

 Defining Noncommerical                                                                                                Appendix 5.6 – 77
Content Types and Sharing Works Online
• CCFF creators are far more likely to “always” or “usually” share their works
  with anyone online



   Q: Which of the following best describes how, if at all, you control who can access your works when you share them
   online?




                                                                                                          Base: Share works online
                                                                                                      U.S. Content Creators: n=824
                                                                                                                   CCFF: n =3230




Defining Noncommerical                                                                                          Appendix 5.6 – 78
Profile of Content Creators
• CCFF creators are far more likely to be familiar with and embrace open source
  principles


  Q: Which of the following best describes your familiarity with and attitude toward the principles of “open source”
  – that is, the principles associated with the open source software movement?




                                                                                                         Base: All Respondents
                                                                                                 U.S. Content Creators (n=1000)
                                                                                                                CCFF (n=3337)




Defining Noncommerical                                                                                                Appendix 5.6 – 79
Comparison of Definitions to CCFF
• Virtually all CCFF creators can define a difference between commercial and
  noncommercial use



     Q: We would like to know how you would define the difference between a “commercial use” of your work and a
     “noncommercial use” of your work. Please type your definition in the space provided.



                                                                                                          CCFF




   U.S. Content Users
                                                                                                         U.S. Content Creators
                                                                                                         Base: All Respondents
                                                                                                                       n=1000

                                                                                                                         CCFF
                                                                                                Base: Randomly Selected Sample
                                                                                                                         N=534

Defining Noncommerical                                                                                       Appendix 5.6 – 80
Comparison of Definitions to CCFF
• Virtually all CCFF content users provided a definition for the difference
  between commercial and noncommercial use



     Q: We would like to know how you would define the difference between a “commercial use” of your work and a
     “noncommercial use” of your work. Please type your definition in the space provided.



                                                                                                         CCFF




   U.S. Content Users
                                                                                                          U.S. Content Users
                                                                                                        Base: All Respondents
                                                                                                                      n=1006

                                                                                                                       CCFF
                                                                                                                       n=437


Defining Noncommerical                                                                                     Appendix 5.6 – 81
Comparison of Definitions to CCFF
• Like content creators, CCFF content creators define “commercial use” as a
  use where money is made




                                                                                    U.S. Content Creators
                                                           Base: Can define difference between commercial
                                                                                        and noncommercial
                                                                                                  n=741*

                                                                                                    CCFF
                                                            Base: Randomly selected sample who can define
                                                         difference between commercial and noncommercial
                                                                                                   N=508*
                                                         *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                Appendix 5.6 – 82
Comparison of Definitions to CCFF
• Like U.S. content users, CCFF content users define “commercial use” as a use
  where money is made




                                                                                       U.S. Content Users
                                                           Base: Can define difference between commercial
                                                                                        and noncommercial
                                                                                                   n=781*

                                                                                                    CCFF
                                                           Base: Can define difference between commercial
                                                                                        and noncommercial
                                                                                                   N=411*
                                                         *Excludes respondents who gave invalid responses


Defining Noncommerical                                                                Appendix 5.6 – 83
Comparison of Definitions to CCFF
• CCFF content creators are more likely to rate splogs “commercial,” online
  advertising and cost recovery “noncommercial”

    Q: For each statement, please indicate whether you think the statement means the proposed use would be definitely a commercial use or
    definitely a noncommercial use.

                                           Percent Saying Use is “Definitely Commercial”




                                                                                                        Base: Randomly selected to rate statements
                                                                                                                             n varies (491 to 515)

Defining Noncommerical                                                                                                              Appendix 5.6 – 84
Comparison of Definitions to CCFF
• CCFF content users consider many uses less commercial than U.S. content
  users, particularly uses that involve online ads and cost recovery

    Q: For each statement, please indicate whether you think the statement means the proposed use would be definitely a commercial use or
    definitely a noncommercial use.

                                           Percent Saying Use is “Definitely Commercial”




                                                                                                                                 CCFF view uses on
                                                                                                                                “zombie websites” as
                                                                                                                                  more commercial




                                                                                                                 Base: Selected to rate statements
                                                                                                                             n varies (207 to 514)

Defining Noncommerical                                                                                                             Appendix 5.6 – 85
Comparison of Definitions to CCFF
• Ratings of CCFF content creators and U.S. content creators are similar for
  all scenarios in which the user would make money



                               Means on 100-Point Scale


                                               However CCFF tend to rate less
                                            commercial uses where money is earned
                                                for cost recovery or a nonprofit




                                                                         Base: Assigned to question and responding
                                                                                     U.S. Content Creators (n=491)
                                                                                                    CCFF (n=1678)


Defining Noncommerical                                                                          Appendix 5.6 – 86
Comparison of Definitions to CCFF
• Ratings of CCFF content users and U.S. content users are similar for all
  scenarios in which the user would make money



                               Means on 100-Point Scale

                                                However CCFF tend to rate less
                                             commercial uses where money is earned
                                                 for cost recovery or a nonprofit




                                                                        Base: Assigned to question and responding
                                                                                    U.S. Content Creators (n=495)
                                                                                                    CCFF (n=226)


Defining Noncommerical                                                                         Appendix 5.6 – 87
Comparison of Definitions to CCFF
• Uses involving online advertising are rated less commercial by CCFF creators,
  particularly if funds support cost recovery or a nonprofit



                              Means on 100-Point Scale
                                              Splogs, however, are rated more
                                                   commercial by CCFF




                                                                        Base: Assigned to question and responding
                                                                                    U.S. Content Creators (n=509)
                                                                                                   CCFF (n=1660)


Defining Noncommerical                                                                         Appendix 5.6 – 88
Comparison of Definitions to CCFF
• Uses involving online advertising are rated less commercial by CCFF content
  users, particularly if funds support cost recovery or a nonprofit



                              Means on 100-Point Scale




                                                             Base: Assigned to question and responding
                                                                           U.S. Content Users (n=511)
                                                                                         CCFF (n=211)


Defining Noncommerical                                                              Appendix 5.6 – 89
Comparison of Definitions to CCFF
• Uses by organizations are rated less commercial by CCFF content creators
  if money is earned for cost recovery or a nonprofit



                             Means on 100-Point Scale


                                          CCFF and U.S. Content Creators rate
                                          equally commercial uses by for-profit
                                                     companies




                                                                         Base: Assigned to question and responding
                                                                                     U.S. Content Creators (n=326)
                                                                                                    CCFF (n=1120)


Defining Noncommerical                                                                          Appendix 5.6 – 90
Comparison of Definitions to CCFF
• Uses by organizations are rated less commercial by CCFF content users if
  money is earned for an educational, nonprofit or governmental organization



                              Means on 100-Point Scale




                                                             Base: Assigned to question and responding
                                                                           U.S. Content Users (n=336)
                                                                                         CCFF (n=144)


Defining Noncommerical                                                              Appendix 5.6 – 91
Comparison of Definitions to CCFF
• CCFF content creators rate uses by individuals less commercial – unless
  the user is a professional who earns money



                              Means on 100-Point Scale




                                                               CCFF rates less commercial the
                                                                public sharing of works online




                                                             Base: Assigned to question and responding
                                                                         U.S. Content Creators (n=338)
                                                                                        CCFF (n=1109)


Defining Noncommerical                                                              Appendix 5.6 – 92
Comparison of Definitions to CCFF
• CCFF content users rate uses by individuals less commercial – unless the
  user is a professional who earns money



                              Means on 100-Point Scale




                                                             Base: Assigned to question and responding
                                                                           U.S. Content Users (n=331)
                                                                                         CCFF (n=149)


Defining Noncommerical                                                              Appendix 5.6 – 93
CCFF-Only Questions (Phase 2 Creators)
• BY-NC-SA is the most popular of the CC NC licenses


  Q: Which, if any, of the following Creative Commons licenses have you used to license your work?




                                                                                          Base: Have licensed works using CC licenses
                                                                                                                             n=1484




Defining Noncommerical                                                                                             Appendix 5.6 – 94
CCFF-Only Questions (Phase 3 Users)
• BY-NC-SA is the most common of the CC NC licenses

  Q: Which, if any, of the following Creative Commons licenses have been associated with the works you have
  accessed, shared or used?




                                                                                               Base: Have used CC licensed works
                                                                                                                          n=267




Defining Noncommerical                                                                                        Appendix 5.6 – 95
CCFF-Only Questions (Phase 2 Creators)
• Many CC NC license users believe the licenses are legally enforceable and
  help them control who makes money from their works


       Q: Why did you choose to license your work for noncommercial use?




                                                                           Base: Have used CC NC license
                                                                                                  n=934




Defining Noncommerical                                                                Appendix 5.6 – 96
CCFF-Only Questions
• CCFF content users who use CC NC licensed works seem to respect
  creators’ rights and believe the licenses are legally enforceable

         Q: You indicated that you have accessed, shared or used works licensed with a Creative Commons license that includes the
         “noncommercial” or “NC” term. Below is a list of statements about Creative Commons, the noncommercial license or your use of others’
         works. Do you generally agree or disagree with each of the following statements?




                                                                                                                Base: Have used CC NC licensed works
                                                                                                                                                N=193

Defining Noncommerical                                                                                                            Appendix 5.6 – 97
CCFF-Only Questions
• CCFF content creators are primarily concerned that licensees do not share a
  similar understanding of, or do not respect, the NC term


   Q: As a licensor, do you have any dissatisfaction with or concerns about the Creative Commons Noncommercial licenses?




                                                                              24% have no concerns with
                                                                                 the CC NC licenses


                                                                                                  Base: Have used CC NC license
                                                                                                                         n=934

Defining Noncommerical                                                                                          Appendix 5.6 – 98
CCFF-Only Questions
• CCFF content users are primarily concerned that licensors do not share a similar
  understanding of the term, or that the term is not defined clearly or in enough detail



   Q: As a licensee, do you have any dissatisfaction with or concerns about the Creative Commons Noncommercial licenses?




                                                                                   27% have no concerns with
                                                                                      the CC NC licenses


                                                                                                 Base: Have used CC NC license
                                                                                                                        n=193

Defining Noncommerical                                                                                         Appendix 5.6 – 99
CCFF-Only Questions
• Exactly half of CCFF creators say they have been contacted by a licensee to
  see if a use would be acceptable


   Q: Have you ever been contacted by someone who wanted to know if a certain use of one of your CC-NC-licensed works
   would be acceptable to you?




                                                                                               Base: Have used CC NC license
                                                                                                                      n=934




Defining Noncommerical                                                                                      Appendix 5.6 – 100
CCFF-Only Questions
• 1 in 4 CCFF who use CC NC-licensed works have contacted a creator
  (licensor) to see if a use would be acceptable



   Q: Have you ever contacted a creator of a CC-NC-licensed work to find out whether a certain use of the work would be
   acceptable?




                                                                                             Base: Have used CC NC licensed works
                                                                                                                           n=190




Defining Noncommerical                                                                                           Appendix 5.6 – 101
CCFF-Only Questions
• CCFF content creators are divided on whether they would support an effort to
  potentially refine or redefine the CC NC term



   Q: Would you support an effort to potentially refine or redefine the CC-NC term?




                                                      It is not clear whether
                                                    respondents understood
                                                        distinction between
                                                  “necessary” and “desirable”




                                                                                      Base: All Respondents
                                                                                                   n=3337

Defining Noncommerical                                                                  Appendix 5.6 – 102
CCFF-Only Questions
• Almost half would support an effort to potentially change to refine or redefine
  the CC NC term, while more than one-third indicated change was not
  necessary or desirable

   Q: Would you support an effort to potentially refine or redefine the CC-NC term?




                                                     It is not clear whether respondents drew a
                                                  distinction between “necessary” and “desirable”




                                                                                                    Base: All Respondents
                                                                                                                   n=437

Defining Noncommerical                                                                                Appendix 5.6 – 103
CCFF-Only Questions
• 79% of respondents from the CCFF content creators survey say they are not
  members of the Creative Commons community


   Q: Which of the following best describes your involvement, if any, in the “Creative Commons community”?




                                                                                           Just 13% of the sample
                                                                                         consider themselves “active
                                                                                                  members”




                                                                                                            Base: All Respondents
                                                                                                                         n=3337




Defining Noncommerical                                                                                          Appendix 5.6 – 104
CCFF-Only Questions
• 70% of respondents from the CCFF content users survey do not identify
  themselves as members of the Creative Commons community


   Q: Which of the following best describes your involvement, if any, in the “Creative Commons community”?




                                                                                              Just 20% of the sample consider
                                                                                               themselves “active members”




                                                                                                           Base: All Respondents
                                                                                                                          n=437




Defining Noncommerical                                                                                         Appendix 5.6 – 105
CCFF-Only Questions
• CCFF creator sample includes those very new to the organization and many
  “old-timers”


   Q: In what year did your involvement with the Creative Commons community begin?




                                                                                     Base: Involved in CC community
                                                                                                           n=1560




Defining Noncommerical                                                                            Appendix 5.6 – 106
CCFF-Only Questions
• CCFF user sample includes those very new to the organization and many
  “old-timers”


   Q: In what year did your involvement with the Creative Commons community begin?




                                                                                     Base: Involved in CC community
                                                                                                            n=251




Defining Noncommerical                                                                            Appendix 5.6 – 107
Results of Gatekeeping Exercise
• Creators rate uses “definitely commercial” if money is made from the sale or
  copy of a work or from online advertising



      Q: For each statement, please indicate whether you think the statement means the proposed use would be definitely
      a commercial use or definitely a noncommercial use.




                                                                              Money made from advertising shown in
                                                                              connection with a work is considered as
                                                                             commercial as money made directly from
                                                                                     a sale or copy of a work




                                                                                         Base: Randomly selected to rate statements
                                                                                                               n varies (491 to 515)

Defining Noncommerical                                                                                             Appendix 5.6 – 108
Results of Anchor Point Exercise
• Uses that would make money for the user or where the work is used in
  connection with online advertising are rated highly commercial by creators


          Q: Enter a number on a scale of 100 to 1, where 100 means you think the proposed use would be “Definitely A
             Commercial Use” and 1 means you think the proposed use would be “Definitely A Noncommercial Use”.

                                              Means on 100-Point Scale
                                                                                                       The first two anchor points are
                                                                                                       rated slightly less commercial
                                                                                                      by those who create games and
                                                                                                          podcasts, those who are
                                                                                                       professionals, and those who
                                                                                                      earn revenues from their works
                                                                                                              (data not shown)




                                                                                 Uses by an individual, or for a
                                                                                 charitable purpose are rated
                                                                                  more noncommercial than
                                                                                     other anchor points




                                                                                                          Base: All Respondents
                                                                                                                        n=1000

Defining Noncommerical                                                                                             Appendix 5.6 – 109
Results of Anchor Point Exercise                                         Anchor Point A
• For uses involving advertising, there is greater consensus among creators
  around those rated more commercial, less consensus around those rated
  less commercial




                Higher standard deviation indicates lower
                    consensus among respondents

                                                                   Lower standard deviation
                                                                  indicates higher consensus




            Key provided on following slide
                                                               Base: Assigned to question and responding
                                                                                                 n=509

Defining Noncommerical                                                            Appendix 5.6 – 110
Results of Anchor Point Exercise (Phase 2)                                                                 Anchor Point A
• Key for specific scenarios for Anchor Point A: “Your work would be used
  online and advertisements would appear around or in connection with it”




    •   A.1: Work is used on a blog/webpage supported by ads, •       A.6: Not-for-profit organization uses work on its site,
        user would not make any money                                 organization makes enough money from ads to cover
                                                                      hosting costs
    •   A.2: Work is used on blog/webpage with ads, user would
        make money from ad to cover hosting costs              •      A.7: Not-for-profit organization uses work on its site,
                                                                      organization makes enough money from ads to cover
    •   A.3: Work is used on blog/webpage with ads, user profit       operating costs
        from ads
                                                                  •   A.8: For-profit company uses work on its site, donates
    •   A.4: Work is used on a splog or “zombie” website              money it makes from ads to not-for-profit organization

    •   A.5: Work is posted on aggregator website (e.g.,          •   A.9: User would use your work to advertise another
        YouTube, MySpace)                                             product for sale




Defining Noncommerical                                                                                             Appendix 5.6 – 111
Results of Gatekeeping Exercise
• Users rate uses “definitely commercial” if money is made from the sale or
  copy of a work or from online advertising



      Q: For each statement, please indicate whether you think the statement means the proposed use would be definitely
      a commercial use or definitely a noncommercial use.




                                                                                        Base: Randomly selected to rate statements
                                                                                                              n varies (494 to 514)

Defining Noncommerical                                                                                             Appendix 5.6 – 112
Results of Anchor Point Exercise
• Uses that make money for the user or where the work is used in connection with
  online advertising are considered commercial by content users



          Q: Enter a number on a scale of 100 to 1, where 100 means you think the proposed use would be “Definitely A
             Commercial Use” and 1 means you think the proposed use would be “Definitely A Noncommercial Use”.


                                              Means on 100-Point Scale




                                                                           Uses by an individual are rated
                                                                            more noncommercial than
                                                                                other anchor points



                                                                                                             Base: All Respondents
                                                                                                                           n=1006

Defining Noncommerical                                                                                                Appendix 5.6 – 113
Results of Anchor Point Exercise                                      Anchor Point A
• There is greater consensus among content users around studied uses rated
  more commercial, less consensus around those rated less commercial




                Higher standard deviation indicates lower
                    consensus among respondents

                                                                Lower standard deviation
                                                               indicates higher consensus




            Key provided on following slide
                                                            Base: Assigned to question and responding
                                                                                               n=511

Defining Noncommerical                                                         Appendix 5.6 – 114
Results of Anchor Point Exercise (Phase 3)                                                                Anchor Point A
• Key for specific scenarios for Anchor Point A: “You would use the work online
  and advertisements would appear around or in connection with it”




    •   A.1: Work is used on a blog/webpage supported by ads, •      A.6: Not-for-profit organization uses work on its site,
        you would not make any money                                 organization makes enough money from ads to cover
                                                                     hosting costs
    •   A.2: Work is used on blog/webpage with ads, you would
        make money from ad to cover hosting costs             •      A.7: Not-for-profit organization uses work on its site,
                                                                     organization makes enough money from ads to cover
    •   A.3: Work is used on blog/webpage with ads, you profit       operating costs
        from ads
                                                                 •   A.8: For-profit company uses work on its site, donates
    •   A.4: Work is used on a splog or “zombie” website             money it makes from ads to not-for-profit organization

    •   A.5: Work is posted on aggregator website (e.g.,         •   A.9: You would use the work to advertise another
        YouTube, MySpace)                                            product for sale




Defining Noncommerical                                                                                            Appendix 5.6 – 115
  Results of Anchor Point Exercise                                                                                                       Anchor Point O
  • For uses involving organizations, content creators who do not earn money rate
    some uses by for-profit companies higher than those who do earn money


                       b                                                                                                                   Continued…
                                                                                         b




                                                                                                                                                                    61.3




                                                           Those with legal experience generally rate uses less commercial than those with no legal
                                                             experience; creators of photos rate many of these scenarios more commercial, while
                                                                 creators of images and videos rate them less commercial (data not shown)




A, B, or C (uppercase): Statistically significant at 95%                                                                       Base: Assigned to question and responding
a, b, or c (lowercase): Statistically significant at 80%                                                                                                         n=326

  Defining Noncommerical                                                                                                                          Appendix 5.6 – 116
Results of Anchor Point Exercise                                                                                             Anchor Point O
 • There is some indication that uses by not-for-profit organizations are viewed
   as less commercial among content creators who make more money from
   their works (differences are not statistically significant)




                                                                                                                                                        61.3




                                                  Ratings are otherwise similar across other subgroups (data not shown)




                                                                                                                   Base: Assigned to question and responding
A, B, or C (uppercase): Statistically significant at 95%
                                                                                                                                                     n=326
a, b, or c (lowercase): Statistically significant at 80%

 Defining Noncommerical                                                                                                               Appendix 5.6 – 117
Results of Anchor Point Exercise                                                                                           Anchor Point C
• Content creators who do not make money rate uses by for-profit companies
  they find objectionable more commercial



                                                                                                                             Continued…
                   bC



                                                 c




                                                                                                                                                      34.1


                                                           Uses for charitable purposes are generally rated more commercial by older creators;
                                                                  ratings are otherwise similar across other subgroups (data not shown)




A, B, or C (uppercase): Statistically significant at 95%
a, b, or c (lowercase): Statistically significant at 80%                                                         Base: Assigned to question and responding
                                                                                                                                                   n=336

Defining Noncommerical                                                                                                              Appendix 5.6 – 118
Results of Anchor Point Exercise                                         Anchor Point C
• Content creators who do not make money also rate uses by nonprofit
  companies they find objectionable more commercial




                                                           b




                                                                                                    34.1




A, B, or C (uppercase): Statistically significant at 95%
a, b, or c (lowercase): Statistically significant at 80%       Base: Assigned to question and responding
                                                                                                 n=336

Defining Noncommerical                                                            Appendix 5.6 – 119